New Magazines from Unlikely Sources

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The print industry has had some strange movement over the past decade, especially in the magazine landscape. That said, print has never “died,” nor will it do so a very long time, if ever. The proof is that, while the dynamic of how to make magazines profitable has altered drastically, there are more magazines today than there were 10 years ago. A lot more, in fact!

One of the biggest sources for this boost in new magazines is from the least likely of places: digital and online service organizations. In their industry, print is an uncommon form of distribution, and a way to exercise a unique marketing opportunity. It also allows them to venture into the world of content distribution that, on their digital and online platforms, may not fit their model. Here are two perfect examples.

Case Study: Dating app “Bumble”

Bumble is a popular social and dating app that has been around for almost 5 years. It is a mobile-only application designed to shake up the gender norms re: woman and dating rules, allowing women a place to connect for dating, networking or meeting online. Just recently though, Bumble decided to broaden its focus beyond just connecting people and facilitating communication, by developing a print lifestyle magazine.

The magazine focuses on content related to what brings users to Bumble: dating, careers, friendships, and partnership. They even went so far as to create 4 sections in the entire magazine into 4 sections, labeled “You First,” You + BFFs,” “You + Dating,” and “You + Bizz.”  The print publication is exclusive to Bumble’s 50+ million users at the moment, with free copies able to be requested on the app, but the potential for it to scale into the general reading market is likely based on the contributors.

Case Study: Travel site Airbnb

Airbnb took the world by storm by offering an in-house solution to hotels and motels; connect people willing to lend their homes out with people needing short-term vacation rentals, business trip housing, or other travel accommodations. The company focused on helping travelers have creature comforts and feel at home while on the go,  and they expanded that in 2017 with a print publication.

The content leverages anonymous user activity on the Airbnb website to determine locations, events, trips, and travel ideas that are popular, and then crafts custom content for the publication on those topics. It not only provided new revenue options for the already thriving company, but answered a lot of questions that current Airbnb users were asking, and could not find answers to elsewhere.

Further Information

For more detail on about Bumble’s print magazine, click here. You can also check out this article about Airbnb Magazine.

If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.

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