Magazine article Folio: the Magazine for Magazine Management

Developing New Products? Talk to Your Editors Early

Magazine article Folio: the Magazine for Magazine Management

Developing New Products? Talk to Your Editors Early

Article excerpt

"All editors (hopefully) are passionate about their magazines and want to protect the core brand," said Christopher Little, president of Meredith Corporation Publishing Group, at a recent forum. "They want to protect what their readers are seeing, [and their] concern is always going to be more heightened than the publisher's. Don't spring line extensions on them, or say, 'We're so happy because tomorrow, at Nobody Beats the Wiz, we're going to have Better Homes and Gardens boom-boxes. Aren't you happy?' Nobody knows the readers and the franchise better than the editors. You [should ask] for their point of view about what you're doing. And it's not always should we do it or shouldn't we do it; it's often how do we do it. I find that editors have really good ideas about how to implement [line extensions] in ways that protect the brand. Every brand extension must fit with the magazine's image; it's got to make sense to the consumer. …

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