'Brand owned titles - Money well spent' - NY Times

An interesting article from The New York Times, backing up what custom publishers have been saying for years... Brand-owned titles are a great way to communicate with audiences, while providing value for money.

“Why spend €40,000 a page to advertise in Vogue when, for the same amount of money, you can publish an entire magazine?” asked Alice Litscher, a professor in fashion communication.

The article profiles LVMH - owners of Louis Vuitton, who have created their own digital mag www.nowness.com (with 300,000 subscribers). Print wise, there's also Swedish brand Acne - producers of the uber cool Acne Paper (Pictured above).

Of course, magazines don't need to be huge scale productions. Check out OZ based independent, clothing store Incu who have produced their own, cute print title to influence and engage existing or potential shoppers.

Also closer to home, Plump and Spry's next collection of client created fashion mags will be released soon for Autumn-Winter. Watch this space...