One of the big trends in the magazine industry at the moment is for publishers to look at their brands as a whole and use them in as many ways as possible to maximise their profits, for example with awards nights, partnerships with other brands or apps.
Last week I let you know about the re-entry of the famous Wisden brand to the magazine market, with the team from All Out Cricket relaunching under the name of Wisden Cricket Monthly – a title which originally closed 13 years ago. This week publisher National Geographic is using its well-known brand to launch a new food title, in the hope of bringing its emphasis on storytelling and photography to bring the topic to life in a different way to the current bestsellers in the category.
It will be interesting to see if other publishers follow suit and also choose to add to their brand by increasing their print portfolio. As Douglas McCabe, chief executive at media analysis company Enders Analysis told me following the announcement about Glamour’s frequency reduction: “Physical magazines keep the brand in the consumer’s mind in a completely different way from an online service or app.”
While it is understandable for publishers to be looking beyond print to keep their brands on the radar of as many people as possible, they would do well to remember the fact print holds a unique place in their readers’ minds. With Shropshire retailer John Vine partially crediting a 20% increase in his magazine sales this month to eye-catching covers on Christmas specials, it is clear the bestselling brands hold a lot of potential to increase their sales with thoughtful reinvention and repackaging.