How the press are pivoting and showing indie brands their support
Testing times call for new strategies for everyone. Press included.
But how are the publications adapting? Here we give you the latest lowdown.
Digital is king
Many print publications, both long-lead and short-lead have started focusing their current efforts on their digital counterparts.
Newspapers and magazines that rely on commuters to read their free print editions are facing a big challenge. However, by utilising the power of online and adapting quickly they’ll likely be able to stay afloat and keep their readers entertained.
www.stylist.co.uk/series/working-from-home
With most commuters staying at home, Stylist has also temporarily stopped its print production during this time. To cater for the increased demand for online content Stylist has launched its Working from Home series, designed to be a virtual office for their audience.
The free magazine’s sister newsletter Stylist Loves has renewed and sharpened their focus on fashion, beauty, food and interiors to bring their subscribers great ideas and great products straight to their inbox every day.
AnOther Magazine’s brother publication Another Man celebrates its 15th birthday with the launch of its new issue, which will be made available as a digital issue to read free of charge for the first time ever.
To give their readers a little bit of extra inspiration and joy, Condé Nast Britain is unlocking its content, offering free digital access to the May issues of its glossy titles including Vogue, GQ, Vanity Fair, Tatler, House & Garden, World of Interiors, Wired, Glamour and Condé Nast Traveller.
For readers that are missing their daily routine, Evening Standard’s print edition is being delivered direct to homes across parts of Zones 2 and 3.
Small business. Big press presence.
Now is the time to band together and show each other support, and publications are doing what they can to champion small businesses more than ever before. We’ve seen an increase in independent brands being featured and below are just a few examples.
More product features
Not being able to execute shoots as normal, publications are putting all editorials on hold for now and are focusing on a higher number of shopping features instead.
Absolutely Magazines have temporarily paused all their activity and will not be publishing any magazines for the next two months. The publication will reopen for business as usual on 1 June 2020.
Thinking about your PR? As a product-based business that retails online, you can use this time to drive awareness and sales. Find out more about our memberships here. We have also made our PR Power Hour and webinar free during this time to give you as much relevant advice and content to help do your own PR.
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