Building a new publication brand identity

Challenge

As the founding editor of Black Diamond Living Magazine, an upscale lifestyles publication, I saw the need to establish the new periodical's brand. I determined to build reader and advertiser awareness of our distinctive coverage of Northern California interests, including travel, health, dining, recreation, business, entertainment, and shopping. The priority was to attract readers and advertisers from a competitor's magazine.

Solution

I emphasized a market advantage in offering not one but four avenues of news: a monthly magazine, web site, events guide, and newsletter. Our multimedia approach assured our clientele would hear one way or another from us about the latest events, resources, services, and products. I also promoted the brand through a media kit, web channel, direct-mail piece, ad sales brochure, and prototype issue. I highlighted for traders and advertisers that our publications were as complementary in information as they were comprehensive in coverage.

Success

In less than three months, my branding efforts resulted in our company obtaining a lucrative customer base of 50k pre-sold, first-time magazine subscribers for the premiere issue. More than three dozen of the region's top companies also signed on as frequent advertisers. Our brand reputation soon grew as one of the area's most diverse and reliable lifestyles news source.