Category
Lifestyle
Assisted Choices
Trend cluster
Category
Magazine
Extension
Brands typically unrelated to print media turn to magazines.
3.7
Trend score
Trend
What is the Magazine Extension trend?
Magazine Extension: Brands associated with everything from digital media to car share services are making moves to enter the print media space via curated magazines. These magazines offer a tangible form of interaction with the content, ideas and business models associated with the brands in question.
Insight
The consumer insight behind the Magazine Extension trend
Though the social media landscape isn't something consumers aren't going to let go of, it's created a new understanding of print--where magazines are viewed by consumers as novelty creative pieces. Consumers appreciate the tangible aspects of print more now, and can even view them as collectible items.
Trend themes
Themes within the Magazine Extension trend
Three behaviours holding the trend together01
Brand-Curated Magazines
Brands across various industries are launching their own print publications that offer a tangible interaction with their content and business models.
02
Print As Creative Novelty
Consumers appreciate the tangible aspects of print and view magazines as creative, collectible pieces.
03
Online Brands Turning to Print
Online brands are expanding their reach and targeting thought leaders by launching print magazines alongside their multi-platform marketing programs.
Industry implications
What the Magazine Extension trend means for industry
Where the trend changes the playbookFor
Food & Beverage
Non-dairy beverage brand Califia Farms launched a magazine that highlights coffee culture and a plant-based lifestyle.
For
Social Media
Facebook launched Grow, a quarterly business magazine for thought leaders, as part of its multi-platform business marketing program.
For
Ride Sharing
Uber launched a quarterly print magazine called Uber Momentum to connect with its drivers.
For
Fashion
Beyoncé's restructuring of Vogue's September 2018 issue highlights a trend towards celebrity-curated magazines.
Workshop question
Conceptualize a magazine that centers around your brand's business model.
Trend signals
Trend signals for Magazine Extension
Trend score 3.7 out of 10, from popularity 48%, activity 54%, freshness 8%.
Popularity48%
Activity54%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Magazine Extension trend
4 featured examples from Apr 6 to Aug 1, 2018CategoryMarketing
Celebrity-Driven Fashion Magazines
Vogue's September 2018 Issue Will Be Directed by Beyoncé
Vogue's willingness to give Beyoncé full control over their September 2018 issue suggests that the industry may see a shift towards more celebrity-driven and personalized content.
CategoryMarketing
Social Media Business Magazines
'Grow by Facebook' is a New Magazine That is Printed Quarterly
The online branding industry can explore the expansion into print magazines to leverage the trust and credibility associated with physical publications and enhance their brand pre…
CategoryPop Culture
Coffee Culture Magazines
'Pour Over' is a Magazine from Plant-Based Drink Brand Califia Farms
Food and beverage brands can explore the creation of their own print publications to engage with consumers and foster brand loyalty.
CategoryAutos
Ride Share Print Magazines
Uber Launched Uber Momentum to Connect with Its Drivers
The transportation industry can explore print magazines as a disruptive innovation opportunity to improve driver satisfaction, build stronger driver communities, and enhance overa…
