Showcase: The Many Extensions of a Brand
Hosted by Patrick Taylor, Founder 59Media, indie leaders shared the brand extensions that have been most successful for their brands.
Kate Weeks, Marketing Director, Yankee Magazine discussed Weekends with Yankee, Yankee’s television series that captures the best of New England and reaches over 1 million viewers per episode on PBS. The series is a true multiplatform effort and is successfully driving subscriptions to the magazine. View presentation slides here.
Renee Jordan, SVP and Group Publisher, The Taunton Press highlighted the company’s many brand extensions, including podcast networks, events such as Fine Woodworking Live, and TV series, including Classic Woodworking. The newest extension is Fine Woodworking Unlimited, a membership model that launched in 2018 and gives woodworking enthusiasts unlimited access to digital libraries, video workshops, member-only content and more. View presentation slides here.
Gary Michelson, Vice President, Consumer Marketing and Operations, Garden & Gun shared how the magazine speaks to the soul of the South beyond the printed magazine. G&G’s many brand extensions include book licensing, with over 325,000 copies sold; product licensing, including a partnership with Clarkson Potter; Fieldshop, a brick and mortar store which also allows for online shopping; corporate gifts; and the Garden & Gun Club in Atlanta. View presentation slides here.