# Magazine Extension Brands typically unrelated to print media turn to magazines. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Oct 3, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/magazine-extension ## Key Figures - Trend score: 3.7/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 6 to Aug 1, 2018 - Published: Oct 3, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Magazine Extension trend ### Brand-Curated Magazines Brands across various industries are launching their own print publications that offer a tangible interaction with their content and business models. ### Print As Creative Novelty Consumers appreciate the tangible aspects of print and view magazines as creative, collectible pieces. ### 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. ## What the Magazine Extension trend means for industry ### For 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 for Magazine Extension Trend score 3.7 out of 10, from popularity 48%, activity 54%, freshness 8%. - Popularity: 48% - Activity: 54% - Freshness: 8% ## Examples of the Magazine Extension trend 4 featured examples from Apr 6 to Aug 1, 2018. - [Celebrity-Driven Fashion Magazines](https://www.trendhunter.com/trends/september-2018-issue): Vogue's September 2018 Issue Will Be Directed by Beyoncé (Category: Marketing) Implication: 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. - [Social Media Business Magazines](https://www.trendhunter.com/trends/grow-by-facebook): 'Grow by Facebook' is a New Magazine That is Printed Quarterly (Category: Marketing) Implication: 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… - [Coffee Culture Magazines](https://www.trendhunter.com/trends/pour-over): 'Pour Over' is a Magazine from Plant-Based Drink Brand Califia Farms (Category: Pop Culture) Implication: Food and beverage brands can explore the creation of their own print publications to engage with consumers and foster brand loyalty. - [Ride Share Print Magazines](https://www.trendhunter.com/trends/uber-momentum): Uber Launched Uber Momentum to Connect with Its Drivers (Category: Autos) Implication: The transportation industry can explore print magazines as a disruptive innovation opportunity to improve driver satisfaction, build stronger driver communities, and enhance overa… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)