Hearst Magazines Wants to Partner With Your Mid-Sized Brand
Company now offers a custom suite of publishing products.
Hearst Magazines, in cooperation with its wholly owned subsidiary CDS Global, has launched a new division called Hearst Magazine Publishing Services, which is tailored to mid- and large-sized publishers.
According to John Loughlin, executive vice president and general manager of Hearst Magazines, the new unit was designed as an antidote to the consolidation problems plaguing the industry.
"The magazine publishing industry is experiencing the same consolidation issues that many other industries have," he says. "Look at airlines and cable companies; we’re living in a consolidated world, and it’s based on efficiencies."
Of course, in the grand scheme of things, Hearst is anything but consolidated when comparing its assets to a publisher with say two or three titles. And it’s exactly that kind of bench strength the company plans leverage for its clients.
The company boasts a database with over 110M names, a data asset management system with over 2M assets, a stable of over 250 e-editions and deep relationships with outside vendors, like paper providers.
The hypothesis behind HMPS is pretty straightforward. Partners sign on and get access to Hearst’s scale, innovation and purchasing power, which, in turn, frees up capital and makes a brand more efficient.
For Hearst the benefits are obvious, as well. Not only does it create new partnerships, but it also broadens its consumer reach even further. Loughlin calls it "a win win" for Hearst and the industry as a whole.
Loughlin says that, initially, HMPS is looking to partner with publishers that carry circs ranging from 300,000 to 1.5M, in order to be sure it’s providing measurable value to established publications. So for the time being, startups and small brands looking to scale wont be in the mix.