Advent Blog

What do you do if you need new growth in your industry and are competing against technology? Magazines are turning to experiential marketing. 

The traditional magazine industry is flat to downward at best. An article in The New York Times talks about House & Garden magazine (Condé Nast) spending close to $1 million on event-based marketing.  The initiative, the article and the quotes from key executives underscore the value of experiential marketing: http://www.nytimes.com/2007/10/11/business/media/11adco.html . 

Additionally, the 2006 Report on American Journalism (http://www.stateofthenewsmedia.org/2006/narrative_magazines_audience.asp?cat=3&media=8) shows that most cornerstone magazines are dealing with an aging readership.  Much of this is brought on by the growth and importance of new media routed in technology.

In order to compete, traditional magazines need to make their brands (titles) relevant. Joseph Lagani, VP and Publisher of House & Garden even said that his advertisers want to do something unusual to connect with their audience. The goal of House & Garden’s “Design Happening” event and other face-to-face marketing strategies like this one is the outcome of well-conceived experiential marketing. EM grows more profitable relationships with customers and prospects by presenting interactive, personal opportunities to engage with the authentic nature of the brand.  The article refers to “new” and “tangible” forms.  Mr. Lagani says it best, “It makes our brand come to life.”

In a day and age where media and content is a mouse click away, powerful brands in traditional journalism realize the value of a marketing experience.