Direct Line Blog

Magazines no longer magazines

Share this article:
This year's DMA Circulation Day conference slowly backed away from the troubles of the print industry by basically declaring it wasn't part of the print industry. The conference, themed, "Advancing Your Game Plan in Challenging Times," focused on building media, not print, brands, giving plenty of focus to online and mobile strategies.

Keynote speaker Johnny McIntosh, president of Southern Living At Home, the direct-selling division of Southern Progress Corporation, set the tone with his morning speech, "Your Magazine Brand As An Umbrella."

"Remember, it's really the brand that marketers are selling, more than magazines," he said, adding that circ marketers had explore multiple media and use any way they could to reach consumers in these challenging economic times.

His example from Southern Living was the brand's at-home party division, which works like Tupperware parties, only attendees go home with recipe books and magazine subscriptions instead of, well, Tupperware. The parties, he reported, introduced the brand to a new demographic and sell thousands of subs a year. Most of all, he noted, they help highlight what's unique about the Southern Living brand -- a key strategy for any publisher looking to push its brand forward.

McIntosh ended on an odd note, mentioning , without prompting, parent company Time Inc.'s planned divestiture of Southern Living at Home. In the optimistic, brand-happy theme of the speech, though, he added, "I think the name and brand will live on."
Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

4 Elements of Modern Marketing

4 Elements of Modern Marketing

Marketers who want to stay relevant need to go back to these four basics.

This Summer Vacation, Drift Into the Polar Vortex

This Summer Vacation, Drift Into the Polar Vortex

The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.

When it Comes to Storytelling, Tyson Is No Chicken

When it Comes to Storytelling, Tyson Is No ...

The poultry processor launches a 360-degree campaign to generate awareness for a new product.