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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