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Brands launch physical lifestyle magazines
Although young people have the reputation for being addicted to their devices, they still appreciate analog entertainment. In fact, as revealed in our report, The Entertainers, 74% of U.S. youth aged 14-34, as well as 87% of Trendsetters in this age range, enjoy tactile media experiences. Brands across verticals are playing into this preference by giving them a chance to disconnect and read print publications reflective of their companies’ values.
Coffee and plant-based milk brand Califia Farms recently launched Pour Over, a magazine covering these consumer categories and the lifestyles around them, as well as the companies and individuals developing sustainable food systems. The publication helps spread Califia Farm’s mission while revealing its backstory and process. Topics covered in the first issue include how coffee waste can be upcycled into new materials for activewear and coffeehouses made famous by Hollywood movies, among others. The first issue is available for free at select coffeeshops around the country, and parts are available online as well. The second issue, to be released in July, will focus on cold brew.
Mattress brand Casper launched a quarterly print magazine called Woolly devoted to comfort, wellness, and modern life. As Casper considers sleep the third pillar of wellness alongside food and fitness, it created a content vertical that helps people focus on this area of betterment while bringing its brand to their nightstands. The glossy is comprised of personal essays, comedic advice columns, confessionals and more, with the first issue offering 96 pages in full color. While some issues will be distributed with Casper mattresses, Woolly otherwise is sold online and at the brand’s physical stores, costing $12 a pop.
Startup Away strives to be more than a luggage brand; it’s a lifestyle company that reflects modern travel. This is especially evident via Away’s entrance into the media realm with Here, a quarterly print and digital magazine available online and at the brand’s stores for $10 that’s also included in every suitcase sold. Each issue features cultural reporting, travel journals, photo essays, interviews with noteworthy travelers, city guides, packing lists from experts, and more. The brand uses content to tell its story and give consumers another touchpoint to inspire and enhance their travels.