Meredith has a solid history of launching print magazines that started from digital and television brands, mostly notably Allrecipes, which launched in 2013 and has tripled its circulation since.
Now, writes Sara Jerde in AdWeek, the publisher is doing it again, with their HelloGiggles print launch.
“Readers of HelloGiggles can hold the website’s content in their hands for the first time as the inaugural print edition of the millennial digital brand launches today,” she explains.
The content will include “book recommendations from published authors, pages featuring inspirational quotes that one could rip out and hang on the wall and a ‘feminist crossword,’” Jerde continues.
HelloGiggles bills itself as a “positive community for women,” and offers a mix of trendy fashion, Pinterest-worthy imagery, as well as more socially conscious content.
“Actress Zooey Deschanel, former TV producer Sophia Rivka Rossi and TV writer Molly McAleer founded HelloGiggles and it debuted online in 2011,” Jerge continues. “Time Inc. acquired it in 2015 and the website became part of the Meredith portfolio this year.”
Jerge describes HelloGiggles as a “millennial” brand, but that might be a bit misleading: Millennials, now between the ages of 22 and 37, may be aging out of the kind of content presented here. It will be interesting to see if the brand stays true to their original audience and evolves the content accordingly, or attracts a newer (younger) crowd. Either way, it’s fantastic to see another digital-first brand moving into print.