Curation … collectability … staying power.
Phrases like these are often used when talking about the real appeal of a print magazine and what makes it truly delicious. So it makes perfect sense that digital-first Hearst brand Delish is launching a quarterly print magazine.
“A successful digital-first brand from Hearst that has seen immeasurable growth with not only its website, but its printed bookazines and cookbooks, Delish.com is launching a quarterly print magazine,” writes Samir “Mr. Magazine” Husni in an interview with Hearst’s Dan Fuchs, VP/CRO of the new quarterly.
“Delish in print will be sold at the newsstands, but will also be an integral part of the subscription model the brand has in place for its online footprint,” Husni continues. “An all-access subscription of $20 annually will not only get you everything online, but also the 96 page (plus covers) printed magazine as part of the membership.”
The convergence of trends is hard to miss — digital-first brands launching in print; publishers embracing print content strategies; and the success of passion-based content. For Fuchs, he believes the magazine has a specific place in today’s heavily digital world.
“We feel that our audience is telling us now is the right time,” Fuchs told Husni. “I think what we have seen in the data drives, a lot of that is the type of recipes that we’re seeing people really leaning into, the sourdough breads, the baked lasagnas; more of the comfort foods. And a real interest in videos on technique. And an interest in trying something new.”
“So the fast forward would be that we prove the naysayers wrong, that we expanded a brand, that while rooted in digital, could deliver on our promise to reach our audience in many different ways,” Fuchs said. “But from an overall editorial perspective, I’d feel like we reached success if we could find our consumers saying this is such a great addition to their Delish experience; it doesn’t replace anything, it’s not redundant in any way.”
There are very few examples I could give (the phone book, perhaps) where print is redundant. Overall it’s still a highly valuable tool for collecting, curating and using all the information that comes flying our way. Best of luck to the team at Delish; I’ll be picking up this magazine for certain!