Special interest media has for many years held an unbreakable reputation for delivering loyal, engaged and sustainable audiences. A dedicated readership, with plenty of advertising appeal and easily obtainable audience data and insights - means special interest brands did and still do provide plenty of advantages in the magazine media industry.
Of course though - in the here and now, as with all traditional magazines, special interest titles have had to adapt in recent years. Mainly to consider the opportunities provided by a multi-platform approach with digital at their heart.
It is through using a 360 degree approach to multi-platform assets that can lead to big gains for both publisher, advertiser and consumer.
Taking and tying big pools of content together and blowing them out across all platforms gives selling parties a much better chance of success in terms of making an impact on consumers. This experience makes sure people really engage with content, compared with just a one-off interaction with an article or simple ad unit.
In the past, maybe a publisher and brand have been a little bit too siloed in their approach and what all brands should be doing now is to look at these content platforms together and seeing how they can work together to educate and inform better buying decisions.