Nowadays, publishers are looking for more and more opportunities to capitalize on existing and new audiences. Brand extensions through special interest publications (SIPs) are just one of the valued ways publishers are generating additional revenue from consumers and advertisers, particularly on the newsstand.

American Media Inc. and USA Today have entered into an alliance to roll out 12 SIPs together over the next 12 months. Under the partnership, the companies will publish these 12 special magazines that will carry a “Best Of” theme, distributing more than 400,000 copies to newsstands, airports and hotels.

The editorial strategy and content for these special issues will be cultivated by teams at both companies and will draw from the expertise of each organization, in addition to outside subject-matter experts.

The overarching concept of the SIPs is to provide reader guides on what to buy or do across multiple categories, including health, personal finance, travel, education and more, according to a statement.

The Best of Diet and Fitness will be the first special issue to roll out, which is scheduled to hit at the end of February 2013. The content will draw heavily from AMI’s health and fitness titles, Shape and Men’s Fitness magazines.

All of the advertising sales and production for the issues will be handled by AMI. Companion websites and digital applications for tablets and smartphones are also being considered.

“When you think of iconic brands across our national media landscape, USA Today has to be at the top of the list,” chairman and CEO of AMI, David Pecker, says in a release. “Coupled with AMI’s editorial, production and distribution strengths, we have a unique skill set to create a series of magazines that will take the ‘Best Of’ concept to a new level in terms of actionable information for today’s consumer.”

Financial terms of the deal were not disclosed. As of posting time, AMI could not be reached for comment.



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