Category Archives: Industry news and events

Why You May Soon Be Seeing More Agencies Launching Their Own Print Magazines

By Katie Richards, Adweek, October 24, 2016 – In late September [2016], J. Walter Thompson’s innovation think tank, JWT Intelligence, took some of its proprietary data on the habits of millennial and Gen Z women and decided that rather than publishing another study bogged down by numbers and graphs, it would present the information in a way that more brands and consumers could actually understand—in a women’s print magazine.

“So often when you’re presenting trends, it can seem somewhat intangible and quite often brands will come to us and say, ‘What should I do with this data?'” said Lucie Greene, worldwide director of the Innovation Group at JWT. Greene’s team created the magazine, titled Glass, mainly to present current and potential clients with digestible stories—from the benefits of co-working spaces to the evolving luxury landscape—that theoretically will help brands and the agency create more effective marketing campaigns.

Read the full article: http://www.adweek.com/brand-marketing/why-you-may-soon-be-seeing-more-agencies-launching-their-own-print-magazines-174146/

Advertisements