Regional Magazines Make for a Model That Works for Digital Publishers

Crain Communications and Modern Luxury expand stables of successful regional magazines; plus, Marie Claire to produce live tech & beauty events

Regional magazines can cover several states or be hyperlocal, but regardless of their geographical reach, they operate with a hardwired niche strategy no matter what the topic, based purely on the readers who live in the area.

You know, the ones interested in consuming multi-platform content that comes from where they live and work.

We like this model. We have many Mequoda Members who are very successful with it. And we love when the model layers in another niche on top of it, which is the case with Crain’s, with its business focus, and Modern Luxury, with its high-end lifestyle appeal. Both are doing well; both are branching out to other cities.

MediaPost’s Publishers Daily covers these regional magazines’ expansion, as well as other trending topics in the digital publishing industry. Let’s take a look!

Crain’s to Launch Digital Regional Magazines in Nine New Cities

Crain Communications, which is based in Detroit, already has Crain’s business magazines in that city, as well as New York, Chicago, and Cleveland. Now, they’re adding digital magazines in Atlanta, Boston, Dallas, Houston, Los Angeles, Philadelphia, San Francisco, Silicon Valley, and Washington D.C., MediaPost’s Publishers Daily reports.

“The national expansion of the Crain brand, stated KC Crain, an EVP and director of corporate ops, is ‘a first in our company’s history in terms of scale and innovation.’ He added the new brands give Crain an opportunity to post ‘daily and breaking business news in our readers’ hometowns.’ … KC Crain has appointed Sean Flanagan as publisher of the new brands. Flanagan was formerly the vice president and worldwide publisher of National Geographic. Previously, he held posts at Maxim, Reader’s Digest and Men’s Health,” Sara Guaglione writes.

“The new city business brands feature email newsletters that customize content based on reader preferences and engagement. Daily content includes curated local and industry business news, articles from Crain brands and original content and a series titled ‘If I Knew Then…’ that features interviews with local industry leaders.”


Modern Luxury Adds Silicon Valley to Roster of Digital Magazines

Meanwhile, Modern Luxury, which has 67 regional magazines in 19 markets across the U.S., including Atlanta, Houston, San Francisco, and New York, is launching a new property in Silicon Valley, according to MediaPost’s Publishers Daily. Billed as an insider’s guide, it will be carried at residences, luxury hotels, boutiques, and real estate offices with an initial rate base of 30,000, Guaglione says.

Marie Claire Latest to Embrace Live Event Production Efforts

Marie Claire will partner with Living in Digital Times to produce multi-platform content and live events at the Consumer Electronics Show, says MediaPost’s Publishers Daily.

Wired Will Partner With Netflix on Multiplatform Video Series

A partnership a notch higher might be Wired and Netflix joining powers to produce an original video series, MediaPost’s Publishers Daily reports. It will debut in late 2016 with eight hourlong documentaries on design.

“This is just the latest in a series of deals by publishers looking to expand their video footprint. Earlier this month, A+E Networks and Vice Media revealed details about their plans for a new Vice TV channel, tentatively named Viceland. A+E will rebrand its H2 channel into the new Viceland, which will launch early in 2016 in about 70 million homes. Vice also announced a deal with HBO to produce a half-hour newscast,” Erik Sass writes.

“In June of this year, health and fitness publisher Rodale Inc. signed a deal with United Talent Agency to create scripted and unscripted programming for a variety of media platforms.”

Many publishers of regional magazines number themselves among Mequoda Members. Ready to join them? Sign up for our February Intensive today!

To read more about regional magazines in the news, visit MediaPost’s Publishers Daily.


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