Meredith corporation

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This morning’s news included a piece on Conde Nast shuttering 3 big magazine properties. The company lost in excess of $120M last year keeping print properties churning. Magazines have been under web attack for over a decade. Magazines aren’t in the readership business, they’re in the entertainment and enlightenment business. As audio and video production became more common, entertainment and enlightenment moved to the web, albeit watered down.

Conde Nast will get it right.  It just needed this kick in the ass. Content experts are content experts. Content poseurs are content poseurs.

The death of radio was predicted and it still reaches 93% of US adults weekly. The end of network TV was also predicted…nope.  

Sorry publishers like Conde Nast, Time Inc. and Meredith have bloody noses. But for now at least, the holding company approach has become a little zaftig.

Peace.

 

 

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It’s hard for me but don’t want to get into politics when I talk about Meredith Corporation, the venerable magazine publisher – so I will leave the Koch Brother’s backing of Meredith’s purchase of Time Inc for another day. I will however dig into a bit of the Meredith brand. Magazines are dead the way TV was dead 10 years ago.  Yeah, the model may change, the revenue redistributed, but magazines, written by smart people, supported by wonderful pictures are not going away.

Meredith Corporation, headquartered in Des Moines, Iowa is and ever-shall-be a heartland company. America needs more and more of these companies. Even some in Silicon Valley, tired of the sturm und drang, are looking to moving inland a skosh. What I like about Meredith is they know who they are. Check out the picture of the trowel in front of headquarters.  The artist who designed this amazing, simple piece of art interpreted the company better than 100 brand strategists.

As a branding element, this trowel is genius. It’s size, color, placement on the property – reminds employees and visitors every day what’s up at Meredith. Get your fingers dirty, get on your knees and close to the problem, start small to grow big. I love it.

This is a wonderful example of art bringing paper to life.   I make paper strategy and I am so envious of those who build the stuff that gives it birth.

Peace.

 

 

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