Curious about what to publish in the current environment? We are all struggling somewhat to know what will resonate in these unfamiliar times. We can look to Bauer Media for a brilliant example. Once again, they are showing us how to be awesome at publishing.
“Bauer Media’s GRAZIA magazine publishes a special issue this week celebrating NHS frontline workers, as a way of saying thanks for their selfless dedication to the UK population,” notes this press release from the media brand.
”The title took the unprecedented step of photographing four frontline NHS Workers in NHS car-parks, maintaining social distancing, for four split front covers and images for its editorial feature,” the release continues. “Deputy Features editor Anna Silverman interviewed each frontline worker, who revealed their new reality working amid the Coronavirus crisis. This special issue of GRAZIA is being offered FREE to all NHS staff as a digital download.”
“Undoubtedly there are many heroes that have emerged over the last few weeks – from delivery drivers and supermarket workers to teachers keeping classrooms open. But those on the frontline, most exposed to the virus, are the NHS workers,” explained Grazia editor Hattie Brett. “They’re going above and beyond to battle the physical and emotional effects of COVID-19 – risking their own lives to help us all. We owe them all enormous gratitude; and this week’s issue of Grazia is our attempt to say thank you to the NHS and let their workers send a clear message to us all.”
There’s a lot to love about this … and the grateful message resonates perfectly coming from this particular title.
It’s an excellent time to consider niche-related thought leadership content or special coverage that only your brand can provide. Just be sure you aren’t simply jumping on the train because everyone else is. Be strategic about your message and mindful of what your audience truly needs. Be present, be useful, and place the current situation in the larger context.
Your customers will thank you for it.