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28 . 02 . 21

How a magazine adds readers to a digital-first brand

Words by: Print Power
A successful digital-first brand from Hearst in the USA that has seen immeasurable growth with not only its website, but its printed bookazines and cookbooks, Delish.com is launching a quarterly print magazine.
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Delish in print will be sold at the newsstands, but will also be an integral part of the subscription model the brand has in place for its online footprint. An all-access subscription of US$20 annually will not only get you everything online, but also the 96 page (plus covers) printed magazine as part of the membership.

On having no ads in the first edition of Delish quarterly says Dan Fuchs, VP/Chief Revenue Officer, Delish:” I’m very excited as a chief revenue officer to find ways that we can work with advertising partners on this brand, but the design behind it is not an advertising-driven model. It is a way for us to generate, from a purely financial standpoint more revenue from the consumer, but really to expand the brand into all places that we think the brand will be well-received.”

On what role he feels print plays in today’s digital world: What the magazine allows us to do is capture the collectability of something. Delish started 10 years ago, but it really was part of a joint venture that we had with MSN. The Delish as we know it now, under Joanna Saltz (Editorial Director), really didn’t start until around six or seven years ago. And one of the first things she said we had to do as the brand started to grow was that we had to have a cookbook. We had to have a printed, physical, tangible manifestation of the brand.

“And one of the first things we had to do as the brand started to grow was that we had to have a cookbook. We had to have a printed, physical, tangible manifestation of the brand. And that was the launch of the cookbook and it sold well, so we saw that our audience would respond to that
Dan Fuchs
VP/Chief Revenue Officer, Delish magazine

On why now seemed to be the perfect time to launch the print edition of Delish: We feel that our audience is telling us now is the right time. I think what we have seen in the data drives, a lot of that is the type of recipes that we’re seeing people really leaning into, the sourdough breads, the baked lasagnas; more of the comfort foods. And a real interest in videos on technique. And an interest in trying something new.

On some of the challenges he thinks he might face in launching the quarterly magazine and the membership model: You do get into the “why now” and “why print” and as we look at trends on newsstand, I think there is that unfortunate mythology about the print model that we have to address. A hurdle that we have to overcome is to prove to people that this digital-first brand might have a digital-first audience, but that audience is interested in print as well. How do we demonstrate that? Fortunately we have four or five years’ worth of data on our print products and granted it’s been a different model.

On what he hopes to achieve in the first year of the magazine: So the fast forward would be that we prove the naysayers wrong, that we expanded a brand, that while rooted in digital, could deliver on our promise to reach our audience in many different ways. But from an overall editorial perspective, I’d feel like we reached success if we could find our consumers saying this is such a great addition to their Delish experience; it doesn’t replace anything, it’s not redundant in any way.

Read the full article on fipp.com : Interview by Samir Husni (Mr Magazine),The Mr. Magazine™ Interview: Dan Fuchs, VP/Chief Revenue Officer, Delish magazine, 23 Februari 2021