The experiential marketing revolution is now creating an experiential marketing evolution—as traditional media companies use healthy doses of face-to-face strategies to reinvent their own business model.
And nowhere is a business-model reinvention needed more than in the magazine industry, where paper is out, digital is in and advertisers want integrated, engaging and different. Publishers today are finally realizing that their brands are marketing platforms in their own right, and many have some of the strongest relationships with consumers found anywhere—relationships built over time and based on trusted content provided by trusted voices. One could argue that those relationships have been largely untapped by corporate marketers who simply made mere print buys over the years when consumers were beginning to pine for more. And so the game is changing.