Posted by Sheila Shayon on June 27, 2011 03:30 PM
Media brands competing in the still-hot fashion/beauty and women's lifestyle categories are heating up with the latest moves by Hearst and Meredith.
Hearst’s new campaign, “Unbound,” brings together all of Hearst’s titles such as Esquire and Good Housekeeping into one, with the forward-tilting “d” representative of all things digital.
“We’re unleashing our brand DNA… we said, O.K., let’s step back, take a look at who we are and what Hearst Magazines now represents,” commented Michael Clinton, president for marketing and publishing director at Hearst Magazines, to the New York Times.
After a series of costly investments, from the $892 million acquisition of 100 Lagardère publications, to the $325 million purchase of digital agency iCrossing, and a JV with Scripps Network Interactive on Food Network Magazine, Hearst is revving up for even more, testing an HGTV Magazine and “e-commerce initiatives coming up this fall” according to Clinton.Continue reading...