Recently, AdAge has evaluated magazines in search of the the overall best magazines. But what makes up an “A-list” magazine? Great editorial? Think again. There are many more balls in the air to juggle than you might have thought. With magazines on the brink of possible nonexistence (so excited to be a magazines major…) it is important to understand that everything from the way readers perceive magazines to the reason they pick them up is changing.
AdAge has recently reevaluated what goes into a great magazine. It turns out that it’s all about branding. They looked for magazines that were making smart licensing moves, becoming retailers in their own right, creating revenue-generating digital content, building smart cross-media content and ad platforms, or finding a way to engage and monetize their communities (take a breath…).
The good news is that it looks like our local BHG brand made No. 2, so Meredith must be doing something right! AdAge credits the success of BHG to the expansion of their brand outside of the print magazine (Walmart products, etc). What do you think is the most important part of a magazine, taking into account their uncertain future? What will keep magazines alive?