Michael Clinton discusses new consumer marketing initiatives
Hearst Magazines President, Marketing and Publishing Director Michael Clinton
Can you discuss your goals for the consumer marketing team in the coming year?
Michael Clinton: Over the past several years, we have introduced innovative, first-to-market approaches to our editorial, publishing and digital businesses, which have proven to be very successful. Now, we’re bringing that “Unbound” strategy to the consumer marketing world.
We’re planning to roll out 25 new initiatives over the next six months or so. We unleashed the creativity in the consumer marketing group by asking everyone to submit their most exciting, unexpected ideas and received lots of great concepts from around the company. We honed in on the 25 we thought were the most interesting and progressive.
Can you discuss some of the newsstand concepts?
Clinton: We’re focused on creativity and innovation. For example, ELLE Publisher Kevin O’Malley found and worked with a company to introduce a beacon technology project around ELLE’s 30th Anniversary issue in September. It will be in all 600-plus Barnes & Noble stores: When a young woman passes by the store or is already shopping, she’ll receive a push notification on her mobile device that ELLE’s Anniversary Issue has arrived. Over time, we’ll implement this technology across multiple channels and with multiple magazines.
Hearst Magazines Fashion-to-Go box features the September issues of Marie Claire, Harper’s BAZAAR and ELLE.
To celebrate Cosmopolitan’s 50th anniversary, we’re introducing unique newsstand promotions with some of our digital partners. We’re also bringing back the Fashion-to-Go box, featuring the September issues of Marie Claire, Harper’s BAZAAR and ELLE. It’s designed for true fashion lovers who’ll get all the news and beautiful images for the season in one, easy-to-carry bundle, for less than the cost of buying each magazine separately.
We want to keep the momentum going. Our editors have such a deep understanding of their brands and their readers, so we’re challenging them to come up with ideas that also pop at retail.
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