Three celebrity-connected brands are taking the plunge into the world of quarterly print periodicals:
- Gwyneth Paltrow’s Goop brand announced in April that it would introduce Goop magazine in partnership with Condé Nast this September. The publication brings the Goop lifestyle website to the print magazine format, with a focus on wellness.
- Blogger Ree Drummond paired with Hearst for Pioneer Woman Magazine. The June 2017 launch issue was distributed through Walmart only; after selling 250,000 copies in two printings of the first edition, 500,000 copies of the second will be available this fall through Barnes & Noble, Costco, CVS, Sam’s Club, Target, and Walgreen’s. The publication is also attainable by subscription.
- Joanna and Chip Gaines, stars of HGTV’s Fixer Upper, took their Magnolia brand into magazines with Meredith. The Magnolia Journal debuted at newsstands in Walmart, Barnes & Noble, Target, and Whole Foods, as well as via subscription, in October of last year. The fourth issue will be published this fall.
Print magazines are facing steep challenges as they deal with competition from all kinds of digital media, lose subscribers and advertisers, and struggle to find a viable economic model in today’s evolving media world. The hope is that the immediacy and exposure associated with celebrities such as Paltrow, Drummond, and the Gaineses, combined with the longevity and lower risk that come with brand names like Goop, Pioneer Woman, and Magnolia, may help these new publications succeed in this difficult business.
For the licensors, print magazines represent one more way for them to reach their loyal audience and bring in new fans.
This month’s edition of Raugust Communications’ e-newsletter will be distributed next Tuesday, August 15, 2017. The Licensing Topic of the Month will examine the growing role of user-generated content in licensing, while the Datapoint feature will offer a snapshot of the property types lending their names to branded subscription boxes. If you do not yet receive this free publication, subscribe here.