Infinity & Beyond: Magazines Expand Their Brands
Gompertz's biggest project, however, has been to leverage Good Housekeeping's annual Anti-Aging Awards feature into the Seven Years Younger brand, a joint effort from an internal team representing the company's corporate, print, digital, editorial and marketing divisions. The content, research and product testing from the Good Housekeeping Institute, in the categories of skin, makeup, hair, diet, exercise, mind and stress reduction, was compiled into a book format.
"We worked hard to create 'pre-awareness,' as it were," Gompertz says. Seven Years Younger was marketed for several months leading up to its January release with editorial integration in Good Housekeeping, Redbook, Country Living and Woman's Day and appeared on television programs such as Dr. Oz and the Today Show. The result was a high profile launch and a four-week stay on The New York Times Bestseller list. "We needed proof of concept and this was it," Gompertz says. More books, including a cookbook, are in production, and Gompertz is working with food manufacturers to test the possibility for a line of Seven Years Younger products. Gompertz is also researching other concepts for future books.
Crucial to the enterprise, Gompertz says, is getting management buy-in from the beginning, and in a company like Hearst where the product is being promoted across platforms, he also needed buy-in from each publication. "We have a bigger P&L to think about, and that's the corporation's. We're living in a very different and exciting marketplace now and we have to realize there's a new normal out there. Being flexible and responding to the market is the name of the game."
Elisa Ludwig is a freelance writer and young adult author based in Philadelphia. Her work has appeared in the Philadelphia Inquirer, Publishers Weekly and Details, among other publications.