Forget Verizon SugarString. Brands' Editorial Publications Are Finding a Rhythm

June 24, 2016 Jeremy Barr of AdvertisingAge

To publish or not to publish? That seems to be a growing question amongst marketing departments and brands alike. 

Creating content has always been about giving audiences value and showing them how brands aren't just providers of products, but also experiences. 

Venturing out into publishing editorial content such as print magazines or websites is a natural extension of that belief. Airbnb launched Pineapple in November of 2014. Five O'Clock is a digital magazine by shaving company Harry's. Lincoln has Lincoln Now, a website dedicated to celebrating stories of individuality. These are just a few examples. 

Yet, some brand publications fumbled their way into oblivion (think SugarString by Verizon's one month of existence). Still, does it mean brands and marketers need to run screaming in the other direction?

See what AdvertisingAge reports on brand publications finding a rhythm. Looks like the barriers to publishing are coming down. 

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