The Power of Print: Brands and Their Magazines | shop4pop.com
The Power of Print: Brands and Their Magazines

The Power of Print: Brands and Their Magazines

A move online might mean that print is getting a run for its money, but there’s no denying that the glossy magazine still causes a stir. As magazines merge with e-commerce, brands – both online and on the high street – are publishing their own prints. Packed full of product placement, this form of visual merchandising has transformed the traditional magazine into one of the most innovative concepts in the world of retail.

From including a detailed feature on the brand’s latest print posters to offering in-depth advice and info on relevant issues, a brand’s free magazine is increasingly competing with those in paid circulation. Today, we’re taking a look at 4 brands producing some of the most powerful consumer magazines out there – to see just how successful retail posters and prints can be.

JD Wetherspoon

Love it or hate it, there’s no denying the success of JD Wetherspoon nor its magazine, Wetherspoon News. Remaining faithful to its ethos of cheap food and no music, this industry giant is continually seeking to combine its competitive prices with the idea of being an upmarket establishment. With the first edition of its in-house magazine published in 1991, the quarterly prints are crammed full with product placement, company news and in-depth interviews on relevant topics. In the run up to the EU referendum, founder and chairman, Tim Martin, hit the headlines for his controversial BREXIT beer mats and Vote Leave edition of the mag, but this publicity stunt left the chain a regular topic of conversation – proving that this innovative print works.

With a copy of the latest edition placed on each table as well as in a prominently placed A4 leaflet holder in the pub, thousands of customers are reading the brand’s publication each week. While this publication targets the consumers already in the building, the concept of Wetherspoon News as a whole is to raise brand awareness – and the product placement only encourages additional extra spending.

ASOS

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Online fashion and beauty store ASOS launched its publication back in 2007, and all signs are suggesting that this print has thrived ever since. With the label’s demographic aimed towards young women, ASOS is built on an e-commerce model – meaning the high-quality print magazine is primarily designed for branding purposes and to encourage loyal readers to log onto the site. While the website may boast 30 million unique visitors each month, its print audience of 486,000 is certainly nothing to be sniggered at. High-quality glossy prints of the trendiest products and of-the-moment fashions is what makes ASOS one of the best fashion brand magazines, and the ability to buy the products directly from the clickable online version makes the ASOS mag one of the most innovative forms of visual merchandising.

Airbnb

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Airbnb may be the downloadable app that provides a platform for finding a low-cost holiday let, but their new 128 page print magazine is designed to create a more personal holiday stay. The magazine, Pineapple, is a thick and glossy magazine that’s packed full of all things travel – and absolutely no commercial adverts. Distributed to hosts for a coffee table centrepiece, this adventure-orientated print is undeniably impressive. Building on brand awareness and developing the idea of a premium experience at any Airbnb destination, these informative pages also evoke a sense of wanderlust for every traveller – which can only mean more business.

Red Bull

With the iconic slogan ‘Red Bull Gives You Wings’ and their high level of sponsorship for a range of sports teams and exhilarating sporting events, it’s no surprise that the Red Bulletin enjoys such popularity. Launched in 2005, this publication features a wide range of the impressive and extreme sports and hobbies that Red Bull assimilates itself with. Partnering high-quality photography with exclusive insider access to events, the Red Bulletin produces arguably one of the coolest prints around.

Whether the magazine is designed for the online market or high-street stores, there’s no denying that printed publications still hold plenty of power. Get your brand’s magazine out there by investing in high-quality literature stands to display your printed materials. Whether they’re in a pop-up or a pub, customers can’t resist a freebie, so show off your wealth of products in style by stacking your free magazines on customisable retail display stands.

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