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Magazine Brands Thriving on Twitter

Posted on Thursday, June 29, 2017 at 12:45 AM

In the news: How magazines are tapping into Twitter and boosting engagement with their followers.

Twitter is a popular source for breaking news and forum for live TV and sports discussion. But it's also helping magazines to create thriving social media communities. Magazine social media managers are getting creative to drive their posts to the forefront of the site/app, capitalizing on popular hashtags and memes.

This week, Steve Smith of MinOnline.com discusses how several prominent media brands are engaging with readers on Twitter and how their efforts paid off in the month of May. Condé Nast Traveler, for instance, posts at least three videos every 36 hours, an activity level that helped the magazine boost its following by 6.63 percent last month. Elsewhere, Yoga Journal's following grew roughly twice that, by 13 percent.

Read more of Smith's discussion here.

Also Notable

Changes Afoot at Rodale

Last week, Rodale issued a press release indicating that the company may go up for sale in the near future. Caysey Welton of Foliomag.com quotes from the release: "'Strategic alternatives may include, but are not limited to, the sale of the company as a whole, the sale of select properties or groups of properties or individual businesses, or the continued implementation of its business plan.'" The announcement comes just weeks after Rodale shuttered its direct mail division and laid off some staffers. Read more here.

Brand Licensing Revenue

Brand licensing is emerging as a lucrative revenue stream for many publishers, including giants such as Meredith and Hearst. With print continuing to decline, branded products are helping editors and publishers offset those losses. A sampling of the products being manufactured, according Max Willens of Digiday.com: "Glamour–Lane Bryant clothing line, cookware from Epicurious and swim trunks for GQ ... Southern Living–branded read-to-eat dinners sold in grocery stores, Cooking Light–branded popcorn and Sports Illustrated–branded bikinis." Read more here.

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