Defying conventional wisdom, a quartet of print titles is being launched by GSG World Media, distributed in store and electronically by Office Depot. Naturally, the magazines focus on social media's big dogs: FB & Business (Facebook), Tweeting & Business (Twitter), LI & Business (LinkedIn) and The Big G & Business (Google).
“Small-business owners and entrepreneurs are all trying to figure social media out. Print magazines help make the information accessible to them. There will be great success stories and useful information,” said Eric Yaverbaum, associate publisher (who also wrote Public Relations for Dummies), to the New York Times.
The magazines are available on iPhone, iPad, Android, tablet, BlackBerry, Kindle, multimedia and print. Digital subscriptions are free, courtesy of Office Depot. A subscription to the monthly print edition is priced at $7.95 or $179 per year per magazine.
Jay Abraham, co-founder of GSG World Media is executive editor of The Big G & Business, commented: “What small businesses, which make up 95% of US commerce, don’t need is more ways to trick the search engines. They need authentic, ethical and meaningful methods to generate the enormous impact social media is capable of delivering to their enterprises.”
Tweeting & Business editor Jeffrey Hayzlett, former CMO of Kodak and an early Twitter evangelist, will pen a monthly column about leveraging Twitter to grow a business. “In this first column, it will be about best practices for business and what works, whether you are on Main Street or Wall Street," he told the New York Times.
The Facebook magazine is being edited by Mari Smith, dubbed the “Pied Piper of the online world” by Fast Company and author of Facebook Marketing: An Hour a Day. LI & Business magazine is headed by executive editor Nathan Kievman, author of four books including the upcoming An Executive’s Guide to Social Media.
Retail-publisher partnerships are nothing new. Wal-Mart’s All You magazine is published by Time Inc.'s custom publishing unit, while H&M and crystal retailer Swarovski each have their own titles.
Office Depot wants to offer its SMB clients "both the products and the tools they need to grow their businesses," said Monica Luechtefeld, EVP global e-commerce in a release. Having its brand on all four publications may also help boost Office Depot’s second-quarter sales, flat at $2.7 billion with a quarterly loss of $29 million.