The Future of Publishing? Esquire Will Sell $2,500 Couches and $200 Lamps

In an era of increasingly uncertain sales, magazines have to use their cultural currency as a form of financial guarantee. They’ve always excelled at selling things for other people, through both their advertising and their own editorial. So why not sell direct to their audience?

A deep-caramel leather sofa named Triple Whiskey Collins is evidence of smart thinking by a storied magazine brand that might not be making money the same way in 20 years. It’s a signature piece of Esquire Home Collection, a line of furniture and accessories launched by the magazine which is finding its way into retail locations this month.

While launching a furniture line may appear to be the latest gimmick to bolster sagging magazine subscriptions, Glen Ellen Brown, vice president of Hearst Brand Development, says that Hearst has actually been focusing on brand extension for 20 years, including popular product lines for other properties like Country Living and Seventeen. "We really have the expertise and depth of doing this for decades and we work hard to bring integrity to that," she says. "You have to be really careful because brand dilution is right around the corner from brand extension.">


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Posted: October 22nd, 2010
at 10:55am by Koookiecrumbles

Categories: home,design,et cetera,development

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