Trend Hunter spoke with Shelley Ambrose (Executive Director), Rachel Geise (Senior Editor) and John MacFarlane (Editor) from The Walrus magazine and learned about the publication's Canuck-focused content. It aims to inspire discussion and debate among Canadians about Canada and its place in the world, while adapting to the technological advancements of storytelling.
The magazine's content focuses solely on Canadian culture: what is important to its citizens and what is relevant to the present time. The journalism team has specific requirements each story pitch must meet to be 'Walrus' material. The writers must be experts on their subject matter, the articles must be relevant and useful to Canadians and the stories must be clear and understandable.
Once writers have found a story that meets those requirements, they are able to share the stories on multiple media platforms. By adapting to the changing ways of storytelling, they are able to connect with a variety of people and it allows their stories to be told in a more encompassing way. These ways include cover stories, documentaries, on stage events, podcasts, ebooks and more.
Sophisticated Canuck Editorials
The Walrus Magazine Speaks About Canada and Its Place in the World
Trend Themes
1. Canuck-focused Content - There is an opportunity for businesses to create specialized content that focuses on a specific nationality or culture, catering to the interests and values of that particular audience.
2. Adapting to Changing Storytelling Methods - Incorporating new media platforms, such as podcasts and ebooks, in addition to traditional formats, can help businesses reach and engage with a broader range of audiences.
3. Clear and Understandable Storytelling - Simplifying complex topics and presenting information in a clear and accessible manner can attract and retain audience attention, offering businesses an opportunity to effectively communicate their messages.
Industry Implications
1. Publishing - The publishing industry has the potential to embrace specialized content and innovative storytelling methods, reaching new readers and expanding their audience base.
2. Media and Entertainment - Media and entertainment companies can leverage multiple platforms to share engaging stories with audiences, creating immersive experiences that cater to diverse interests and preferences.
3. Marketing and Advertising - Marketers and advertisers can adopt clear and understandable storytelling techniques to effectively communicate brand messages and connect with consumers on a deeper level.