For retailers and companies looking to build deeper connections with consumers or cast a wider net for audience engagement, launching a print magazine is a bourgeoning trend.
Online vacation rental company Airbnb, luggage retailer Away, dating app Bumble and golf equipment and apparel brand Callaway have all recently embarked on this journey with the launch of print titles tied to their respective industries in order to market their brands on a new platform.
Joe Pulizzi, founder of the Content Marketing Institute and the Orange Effect Foundation, says that this engagement strategy has been successful for retailers for a couple of reasons, one being because the marketing focus for many companies right now continues to be digital, and therefore there is “scarcity of competition” in the print space.
“It’s almost like the early days of the web when the first movers in content creation dominated. Now it’s happening with print,” he explains.
The other reason he sees for this trend is the fact that consumers trust print more than content published on digital platforms. “With all the fake news going on, consumers believe that if a company invests in the printed word it’s more valuable. Whether it’s true or not, that’s the perception.”
These engagement plays aren’t always successful, as demonstrated by the Lifetime channel’s partnership with Hearst to duplicate the success of O, The Oprah Magazine. In 2003, they launched Lifetime magazine, which ended up shuttering less than two years later.
And in 2017, mattress retailer Casper replaced its online publication Van Winkle with a print quarterly called Woolly Magazine in order to lead the conversation about sleep and wellness. It, too, ceased its print publication less than two years later and now only exists online.
Retailers, though, continue to move boldly forward with these print extensions, likely because they’re often aided by their marketing departments, which absorb the costs associated with launching a magazine because these platforms are not necessarily seen as revenue drivers, but as audience builders.
much more at source: https://www.foliomag.com/why-brand-marketers-investing-magazines/