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Rebranding the Magazine Publishing Industry

11 Nov 2010

Today, magazine content engages consumers across multiple online and offline platforms; the U.S. based MPA, The Association of magazine media explains the reasons behind their recent rebranding from a publishing to media focus.

When you think about "rebranding," it's typically in the context of products, services or companies seeking to change the way customers and stakeholders think about them. But what about an entire industry that wants to express the growing, innovative ways it reaches its many audiences? That was the challenge facing magazine publishers and the trade association that has represented them for more than 90 years.

The Magazine Publishers of America has rebranded itself with a new name, tagline and logo: MPA - The Association of Magazine Media. By adopting the well-established initials -- MPA -- as our formal name, dropping "publishers" from our tagline and redefining our industry as "magazine media," we are underscoring a changing world. But we changed more than our name.

We are reshaping our marketing focus to better understand consumer engagement and interactivity with magazine media as more of our industry expands to digital platforms. We are in conversations with media agencies to better assess new and emerging metrics that will allow greater insight into audience measurement in a multiplatform world. And we are meeting with agencies and their brand clients to help them more fully understand the power and evolution of magazine media.

Since early this year, the outlook for magazines has brightened considerably. It can be attributed to many factors. Ad pages and revenues for magazines have increased, bolstering the belief that paper remains part of the magazine industry's DNA. Apple's introduction of the iPad has created a powerful new way for magazines to reach consumers and engage advertisers. A Next Issue Media study projects $1.3 billion of incremental subscription revenue for magazine media companies from interactive periodicals by 2014.

Our talented editors, writers, photographers and graphic designers are already building upon the core, enduring qualities of the magazine experience: curated content, sense of community, award-winning photography and design. The content is being creatively re-imagined in new and deeper ways through Web sites, tablets, smartphones, books, live events and more. It's the full magazine media experience for audiences.

This is clearly a time of opportunity and reinvention for all magazine media brands. It's fitting that the industry trade association has a name that is more accurately aligned with the exciting developments in the marketplace.

Source: MediaPost


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