Denny’s Daily Zinger: Can You Bring Back a Dead Brand?
A catalog that keeps dead brands alive—memories of your grandparents’ childhood—is Voice of the Mountains, published by the Vermont Country Store.
Among the stuff they sell:
Plus slews more oldies and goodies.
Back in the very early days of this blog, I wrote a piece on the founding of Time Magazine in 1923. It launched the great Henry Luce empire of Time, LIFE, Fortune and Sports Illustrated.
Ten years later, Newsweek was born. For nearly 80 years, Newsweek was second banana. In 2010, DailyBeast.com editor Tina Brown announced a merger with Newsweek. At the end of 2012, Newsweek ceased its print edition. The business model could not work.
Tina Brown done gone. Disappeared—from Daily Beast, from Newsweek, from publishing.
Astonishingly, in December 2013, Newsweek editor Jim Impoco announced a return to print. “It’s going to be a more subscription-based model, closer to what The Economist is compared to what Time magazine is,” Mr. Impoco said. “We see it as a premium product, a boutique product.”
Christine Haughney wrote in The New York Times:
Mr. Impoco said in an interview that Newsweek would depend more heavily on subscribers than advertisers to pay its bills—and that readers would pay more than in the past.
My take: If you believe people will pay a premium price for week-old news in print, you also believe in the tooth fairy.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His next book will be “WRITE EVERYTHING RIGHT!” Visit him at dennyhatch.com or contact him at email@example.com.