Publishing Allies: 4 Tips For Creating Productive Media Partnerships
4. Enjoy the Rewards
If you've selected the right partner, it should have a halo effect on both brands, says Winikka. Previously, The Knot partnered with Mashable to learn more about "techie" weddings, and as a result of the partnership, "if you're planning a techie wedding, you'd be more likely to trust The Knot," says Winikka. "Mashable is an authority on all things in the technology sphere while The Knot is an authority on all things weddings. The partnership was successful for both brands, as The Knot sought to reach their technology-focused audience and Mashable sought to reach The Knot audience of brides."
In many cases, such media partnerships have the potential for exposing your brand to a new crowd. That's why Here Media felt it was better to collaborate than do the survey alone. "This allowed us to work with The Knot on a guide that would reach LGBT readers of The Knot and expose them to our brand, and vice versa," says Anderson-Minshall. "If Dog Fancy wants to find out how many pet owners are LGBT, I hope they come to us as well. We're always open." PE
Denis Wilson was previously content director for Target Marketing, Publishing Executive, and Book Business, as well as the FUSE Media and BRAND United summits. In this role, he analyzed and reported on the fundamental changes affecting the media and marketing industries and aimed to serve content-driven businesses with practical and strategic insight. As a writer, Denis’ work has been published by Fast Company, Rolling Stone, Fortune, and The New York Times.