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Magazine Extension

Brands typically unrelated to print media turn to magazines

Trend - 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 - 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.
Workshop Question - Conceptualize a magazine that centers around your brand's business model.
Trend Themes
1. Brand-curated Magazines - Brands across various industries are launching their own print publications that offer a tangible interaction with their content and business models.
2. Print as Creative Novelty - Consumers appreciate the tangible aspects of print and view magazines as creative, collectible pieces.
3. 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
1. Food & Beverage - Non-dairy beverage brand Califia Farms launched a magazine that highlights coffee culture and a plant-based lifestyle.
2. Social Media - Facebook launched Grow, a quarterly business magazine for thought leaders, as part of its multi-platform business marketing program.
3. Ride Sharing - Uber launched a quarterly print magazine called Uber Momentum to connect with its drivers.
4. Fashion - Beyoncé's restructuring of Vogue's September 2018 issue highlights a trend towards celebrity-curated magazines.
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
4 Featured, 31 Examples:
47,143 Total Clicks
Date Range:
Apr 18 — Oct 18
Trending:
Warm
Consumer Insight Topics:

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