Infinity & Beyond: Magazines Expand Their Brands
The ebooks are available on The Nation's E-Book Nation website, as well as in traditional ebook stores such as Amazon, Barnes & Noble and iTunes, for $9.99. The Nation keeps one hundred percent of the proceeds from its direct commerce site.
The plan going forward is to release an ebook at least once a month, and the third title on deck is a collection of Kurt Vonnegut essays. In addition to culling works by late writers, the ebook format will be used to deliver current contributors' in-depth pieces that are too lengthy for the magazine, Stupar says.
Sales have totaled over 1,000 copies for the first two titles combined, and Stupar has been pleasantly surprised with this outcome. "I think it's just a matter of understanding your audience and what they want. We've been very excited to see that it's a success right out of the gate, and a great start to what I think will be an important program for us."
Food & Wine: Live Content
While book publication and merchandizing are organic outlets for many magazines, brand extension can also include a live experience for readers. For 25 years, Food & Wine has sponsored the Food & Wine Classic in Aspen, Colorado. What began as a small local event has grown into an international happening. "Over time, the magazine's involvement has made the Classic a bigger deal, adding cooking demos, sponsorships and advertiser integration," says publisher Christina Grdovic.
The success of the annual festival has inspired the magazine to sponsor other epicurean events. "Everybody's looking for new ways to make money that also make sense. To use a common phrase in publishing, events are a way to bring the magazine to life. About twelve years ago we decided to sponsor the South Beach Wine and Food Festival and that has led to what we call Food & Wine festival mania," Grdovic says, estimating that there are some fifteen events the magazine sponsors in the U.S., the Caribbean and Mexico. "Obviously, we wouldn't do so many if it wasn't a good business decision."