Print publications expand brands into retail
Branding has never been more important for news organizations struggling to keep their heads afloat in an ever-changing industry. Increasingly, print publications, especially magazines, have extended their brands by branching out into retail, e-commerce and the food industry. From fashion to food, here’s a look at some new ventures from publications that are going beyond journalism to amp up their presence.
- Although most often it is magazines that try their hand at retail, USA Today has reportedly forayed into e-commerce. According to MediaPost.com, USA Today Sports, in conjunction with Major League Soccer (MLS) and Brand Affinity Technologies, launched an online photo product store for soccer fans. The site will serve as the official photo store for MLS, and will also include greeting cards, mugs, ornaments, magnets, coasters and other items, all bearing MLS photos.
- Publisher Condé Nast previously delved into the club scene with GQ, hosting the GQ Bar in Istanbul and Moscow and Dubai. More recently, the magazine furthered its brand by opening a barbershop in Brooklyn. WWD.com reported that GQ is currently building partnerships with various retailers, including a venture with Northern Grade where GQ will open a menswear pop-up marketplace in Brooklyn later this month.
- Last month, Media Post reported that Glamour was launching a digital shopping service in early March, along with an app and e-commerce site. The site, called Shop Glamour, allows the magazine’s readers to purchase items seen in the magazine. The corresponding Shop Glamour app allows readers to hold their phone over a magazine page with a specific icon to put the item in their cart.
- In line with its recent fitness focus, Condé Nast’s Self magazine is now helping women eat better and faster with Self Healthy Kitchen, its new frozen meals line created in partnership with Benevida Foods. According to AdWeek.com, the line was rolled out to 2,900 stores across 37 states.
Print publications continue to be creative as they expand their brands in an attempt to maximize their revenue. The year 2014 will no doubt show that the outward innovations have just begun.
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