Redan Publishing Returns Sesame Street to the Printed Page
This interview is a part of a larger feature documenting some of the most exciting magazine launches and relaunches of the past two years. Click here to view more interviews with publishers of newly launched or relaunched titles.
Print magazines rarely have more than one life, but Sesame Street Magazine -- a Sesame Street Workshop brand that lost its print arm in 2008 -- is getting a second shot. Redan Publishing, which licenses popular brands for its educational children's magazines, breathed new life into the magazine, publishing the first issue in December 2013. The six-issue, bi-monthly magazine is gradually building a subscription base through thoughtful relationships with schools and highly selective newsstand distribution. Redan Publishing's well-established consumer database -- built from its 10 other children's titles -- is also a crucial part of the magazine's success.
Following, Jessica McKnight, head of Redan's sales and marketing in North America describes how Sesame Street aims to engage a digital-native generation with print.
Why did Redan decide to relaunch Sesame Street in print?
At Redan, our philosophy is to produce magazines that provide entertainment and education for children, and to have a product that the parents are happy with. Sesame Street was of course the perfect fit. When you think about it Sesame Street can be seen as the original learning-based brand. We thought that it could have success again as a print magazine with our design and distribution.
What is your business strategy?
Our business model is unique in the fact that we are not a typical ad-driven magazine. Our revenue comes primarily from subscriptions and newsstand sales. We have to find a strong foothold in retail and build subscriptions. We utilize subscription agents who are important for getting us into schools. We also strategically place the magazine at retailers where we know we have an audience as opposed to oversaturating and overspending. It can take a while to be successful in this but we believe it will be successful for Sesame Street because of the brand's following.
Related story: Mr. Magazine's Take on the Latest Consumer Launches