Initially most magazines followed a basic business model with the majority of income derived from advertising, subscriptions and newsstand sales.
A combination of developing technology plus a slump in advertising sales meant titles either had to evolve to secure additional revenue streams or close.
The result was the birth of the ‘brand’ followed by brand extensions.
Before an extension can be established the brand has to be defined. But what makes a magazine a brand? Mostly it’s about consistency and trust. It is a combination of a concept, promise or benefit, strong house-style and consistency across all its associated products. To gain, engage and keep an audience, readers not only have to like a product, but trust it too. Continue reading “Publishers need more than a magazine to make money”
while ago I delivered a lecture, based on an extract from my book, to delegates at an AJE Conference at City University. One of the many questions (and one that I am frequently asked) was how can publishers make money?
