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Case Study: Adding Print to a Digital-Only Brand

Posted on Tuesday, May 30, 2017 at 1:49 PM

In the news: How one publication is experimenting with print after two digital decades.

Earlier this month, online architecture magazine Archinect.com discussed its upcoming foray into print publishing. The magazine, which had been online-only for 20 years, is now adding a print edition entitled Ed. Writes founder and director Paul Petrunia, "We will publish in print from the perspective of a digital-first and digital-only publication, taking the lessons we've learned from pioneering new media, and applying them to an age-old format that offers a different type of value."

Each Ed issue will be conceptualized by a different designer in what Petunia dubs "an experiment in how to evolve architectural publishing ... [to] elevate and enliven the profession's discourse by maintaining a high standard for editorial." Read more about the magazine's plans for print here.

Also Notable

Magazine Media Data Literacy in 2017

Folio: has released its 2017 Data Survey. The survey of publishers, editors, and marketing managers paints a picture of industry-wide data literacy. Writes the Folio.com staff: "For all the buzz in the media industry about the mounting vitality of maintaining a unified, organized, and practical audience database, most publishers' systems for managing such data remain rudimentary at best." To access the report PDF, click here. (Note: You will need to fill out a form to complete the download.)

"Print Just Feels Good"

So reads a May 5 headline on Fortune.com. The piece by Adam Lashinsky discusses Airbnbmag, a joint venture for Hearst and Airbnb. The recently launched print magazine is powered by social media trends (e.g., commonly searched locations on the Airbnb website/app). Read more about the new magazine here.

New Facebook Media Deals

Facebook has begun teaming up with media brands to make shows exclusively for the social media platform. Getting in on the action are Buzzfeed, Vox Media, ATTN, and Group Nine Media, according to MobileMarketingMagazine.com. Episodes will run 20 to 30 minutes. Read more here and here.

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