Time and time again this year, I’ve seen celebrities expand their brands with a tried and true method: The Magazine. We’ve already discussed that print magazines are growing in 2017 and it’s a trend that is not slowing down, especially with celebs. It’s like there is some four-step process that goes something like this:
Step 1: Create celebrity crafted lifestyle brand.
Step 2: Launch digital publishing platform with weekly newsletters and branded content.
Step 3: Create online destination community, with shopping, of course.
Step 4: Publish lush lifestyle magazine (on the nice paper, no doubt).
Because you know, being a famous well-established actor is not enough these days. You need to have your carefully crafted lifestyle brand firmly in place. I think it’s interesting to see how several celebrity brands have launched print magazines just in the past year. I also don’t think it’s on accident. Print is purposeful, tangible and resonates with readers in a way that digital can’t pull off. Several celebs have gotten the memo and we’ve seen the following launches this past year:
The Magnolia Journal by Chip and Joanna Gaines
Flower Press by Drew Barrymore
goop Magazine by Gwyneth Paltrow
I think it’s safe to say that magazines are the method to extend their respective brands and engage their fans. Publishing should connect to a passionate group of people and magazines do just that. According to Brand Sense author Martin Lindstrom, “Advertising effectiveness increases by 70% when brands appeal to the three senses.”
As a marketer, I think it’s exciting to see how publications are evolving and how platforms can be combined and interchanged to drive out content. And if I were a betting person, I would bet money that the next magazine you will see will be from Reese Witherspoon’s Draper James brand.
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