Magazines innovate and explore
As the industry continues to evolve, there is plenty of room for innovation. From night clubs to experimental advertising models, major national magazine publishers are chasing new ways to bring in revenue. Here’s a look at what three publishers and their respective magazines are doing in 2013 to extend brand presence and reimagine advertising relationships.
- The publisher of Vogue magazine recently invested in an e-commerce luxury jewelry startup based in Europe, called RenéSim. According to TechCrunch, Moritz von Laffert, managing director of Condé Nast Germany and VP of Condé Nast International, hinted at additional future investments targeting young, innovative businesses.
- But Jewelry isn’t the only hip endeavor at Condé Nast; the publishing group has also delved into the club scene. In an upscale neighborhood in Istanbul sits the GQ Bar, named after GQ magazine. BusinessofFashion.com reported the club is a trendy spot for the “style-hungry elite.” Meanwhile, a Vogue Club is slated to open in Singapore on the 45th and 46th floors of the Singapore skyscraper. Moscow is already host to Vogue Café’s and GG Bars, which are reportedly going to debut in Singapore, Dubai and Bangkok. Condé Nast has also ventured into education with the Condé Nast College of Fashion and Design in London.
- Between April and May, Glamour magazine gave its advertisers access to the magazine’s more than 1.5 million Google+ followers when it hosted a series of Google+ Hangouts. According to Folio.com, the magazine produced customized Hangouts for select print and digital advertisers, and featured beauty how-tos, shopping tips and live music.
- The Hearst Corporation launched a new division called Totally Global Media, which allows brands to advertise across all of the company’s digital properties internationally. AdWeek reported that cross advertising was previously near impossible to do, but that demand to reach global customers while cutting costs is rising. Totally Global Media allows advertisers to pay a single fee that includes production, translating and hosting across international Web properties.
- In September, the G4 Network will be rebranded as the Esquire Network, and will debut new original programming, such as “Knife Fight,” an underground cooking competition; “The Getaway,” an exploration of the world’s cities through the eyes of a revolving cast of celebrities; and “Risky Listing,” a series that looks at the world of New York nightlife real estate.
- Esquire also debuted a weekly tablet edition featuring original content, including columns, essays, features and short-form articles. Content is exclusive to the weekly, with a little overlap between Esquire.com. It’s free for digital subscribers and $0.99 for everyone else.
- Rodale, publisher of Prevention, Men’s Health and Organic Gardening, has launched Rodales.com, a retail site featuring clothing, beauty, fitness, and home and garden products. A main feature of the merchandise Rodale is selling is their eco friendliness. Accompanying each product description is an explanation for why they chose the item. A sunscreen for instance, was picked because it contains certified organic ingredients.
Whether it’s a magazine publisher entering the retail world or launching a digital weekly alternative, magazines are finding creative solutions to maximize ad dollars and extend their brands’ presence beyond the mere confines of traditional publishing business practices.
–Katrina M. Mendolera
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