ABSTRACT
This chapter focuses on extending brand reach with a range of strategies – from geographical expansion to distribution via apps and subscriptions – as well as deepening audience engagement with brand extensions. Digital magazines have facilitated a higher audience engagement by enabling titles to extend their reach both geographically and demographically, in some cases without going through a distribution chain. Editorial pillars have expanded to widen audience engagement. These include beauty, consumer advice, fashion, food, health, homes, gardens and real-life. To build a sustainable audience it is imperative to maximise brand reach and this might mean going global. Good Housekeeping, Radio Times and the US title Writers' Digest will be scrutinised in terms of audience engagement and brand reach. Audience engagement is a hot topic and something many publishers constantly agonise over. The subscription model encourages reader loyalty, helps cash-flow and cuts distribution costs to some extent.
