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Brand Magazines: do they still work?

Brand Magazines: do they still work?

It’s a sign of the times. Cosmopolitan, the iconic lifestyle magazine for (mostly) women, will cease publishing in December after 45 years. It joins a long list of magazines considered no longer financially viable. But do brand magazines still work? Our increasingly digital lives have put paid to traditional publishing – at least that’s the reason usually touted for the life-threatening struggle of magazines. What was once read on paper is now readily available in myriad sites online. Not so fast. Some mastheads haven’t survived the onslaught of digital media, but others are bucking the trend. Many brands still swear by magazines, which continue to achieve their aim of staying in touch with customers, engaging staff, and driving demand for products. Magazines can still play an integral role in a brand’s marketing strategy, delivering a tangible link with customers that no other medium has yet subsumed. Brand magazines for customers Goals of brand magazines may vary, but building customer loyalty is typically a primary objective. They can help to cross-sell and up-sell, keep people up to date with new product or service developments, and contribute to brand image. And the strategy goes back further than you might think. Porsche sold its first sports cars in 1948. By 1952 the company had produced issue one of Christophorus magazine for Porsche owners. It has produced five issues per year ever since, and now boasts a global circulation of 514,000 for its 100-plus-page publication in 11 languages. Issue 388 is currently available. This is one of many examples – in fact, brand magazines are considered by many to be content marketing in its...