The media companies making magazine expansion news include Porter, Fortune, Amtrak, and the Knot
Magazine expansion is a key to magazine survival and success. Building on your product is a key tenet of multiplatform publishing strategy. The question is, how do you pull it off? Well, there are many possibilities, as recent coverage from FolioMag.com shows.
Audience development, content marketing, multimedia publishing, and niche website strategy are each a part of puzzle. Let’s start the week right there![
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Digital Audience Engagement Strategy Helps Print Magazines
Magazine expansion of audience is employing digital tactics to strengthen print properties, FolioMag.com reports.
“Porter — an entirely “shoppable” fashion magazine published by The Net-A-Porter Group — reported the reach and impact of its innovative digital shopping experience, or “shoppability.” Porter’s subscribers are able to shop directly off the pages using the Net-A-Porter shopping app in real-time. As a result, for the first time, Porter can collect and report on real audience interaction with its print ads and content using scanning technology — an innovation likely to enjoy broader use,” Glenn Schutz writes.
“As the media marketplace continues to advance, print publishers continue to think outside of the box in terms of reporting audience engagement metrics. In some cases, brands are utilizing digital technology to graphically represent audience metrics. SohoCreate, a London-based magazine and street fair, used a variety of visual graphics to tell the story of its audience reach in a way that looks more like a media kit than audit statement. The publisher used a number of graphic elements, including bar graphs, photographs, pie charts, and even word clouds to present the quality of its audience to buyers.”
Fortune’s Podcast Publishing Is Latest Move in Magazine Expansion
Fortune’s magazine expansion continues with a podcast publishing project, FolioMag.com reports.
“Today, the brand rolled out its first episode of ‘Fortune Unfiltered,’ a weekly 30-minute podcast that will include in-depth interviews with some of the most notable thought leaders in business. The conversations will focus on the leaders themselves and what makes them tick. Whether its personal anecdotes about growing up, what inspires them or what personal or professional influences have shaped them over time, nothing will be off limits,” Caysey Welton writes.
“Aaron Task, Fortune’s digital editor, will host the weekly program. Its first episode includes interviews with MLB commissioner Rob Manfred, GE vice chair Beth Comstock and Vayner Media founder Gary Vaynerchuk.”
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And Amtrak Magazine Publishing Is Latest Move in … Train Expansion?
Brands as publishers just got another high-powered member … literally, as FolioMag.com reports.
“Amtrak is launching its first national magazine in October. The National, a bi-monthly print magazine and digital portal, will be produced by the London-based publisher Ink. The new magazine will be available on up to 300 daily trains across the US,” Becky Peterson writes.
“The National will be based out of Ink’s New York office, with Anna Szpunar as publisher. Jordan Heller is the editor-in-chief. He is also editor-in-chief of Rhapsody and Hemisphere, the inflight magazines for United Airlines. Alex Hoyt is the executive editor, as well as senior editor of Rhapsody.”
The Knot’s Niche Strategy Is Locking It Down
Great interview at FolioMag.com with niche wedding site The Knot’s Social Media Editor Jessica Molinari.
“We’ve seen the most success in driving Instagram content back to TheKnot.com by featuring an image from a celebrity wedding, pre-wedding event, or engagement on Instagram, then directing our followers to click the link in our bio to see the full editorial story. We’ll also promote our other editorial content, like trend pieces and ‘Real Weddings’ features, with the same tactics,” Molinari told Peterson.
“It’s all about engagement. If a follower is consistently double-tapping or commenting on an image you post, they’ll see your photos first. The best piece of advice I can give is to take a deep dive into your Instagram stats from the past six to twelve months and find the pieces of content that have consistently performed the best. Once you’ve identified these trends, run with them.”
Digital publishers, is magazine expansion in your plans? Let us know in the comments!
To read more about magazine expansion and other industry news, visit FolioMag.com
