What a mainstream magazine’s return to print means for association publications and their revenue programs
Are you ready for a blast from the past that's making a comeback? Let’s talk about Nylon Magazine’s return to print and why this matters not just for pop culture enthusiasts but for professional associations, too.
Nylon’s Comeback: A Case Study in Relevance
In 2017, Nylon Magazine made a significant shift to digital-only content, bidding farewell to their print edition, which launched in 1999. Fast forward to April 2024, and they’re back in physical form. Why? Publishers are looking for ways to engage their audiences and attract advertisers with high-impact activations.
Have we realized that in our fast-paced, digitally saturated world, sometimes the classic ways can cut through the noise? For Nylon’s 25th anniversary, they didn’t just come back — they came back with a splash at Coachella, with Gwen Stefani, a quintessential ’90s icon, on the cover.
Why Should Associations Care?
Much like Nylon, associations often struggle with keeping their publications relevant in a digital age. However, Nylon’s relaunch may give us a blueprint for revitalizing interest in traditional media. They remind us that making something special and event-worthy can reignite interest and engagement.
Actionable Takeaways for Associations
Make it memorable. This relaunch isn’t just about one issue — it’s a full marketing campaign coming to life. Don’t just send another issue of your magazine. Make an event out of it. What about revealing the latest edition at your annual conference with a keynote speaker who can draw crowds?
Align with significant milestones. Use anniversaries or other major events in your industry to anchor your publication’s relaunch. It’s not just a new issue; it’s a celebration.
Leverage icons. Just as Gwen Stefani resonates with Nylon’s audience, find someone or something that embodies the spirit of your association to be the face of your publication.
Engage beyond the page. Nylon didn’t just rely on print; they created an entire experience around it through an activation at Coachella, plenty of social media posts, and post-event coverage on their site. Think about how you can extend the interaction with your publication into digital spaces or live discussions at events.
Diversify revenue streams. Increased engagement means increased value to advertisers and partners. Nylon used the buzz to create cross-platform campaigns for their sponsors (Kate Spade, anyone?) and associations can borrow a few of those ideas. Take a full marketing campaign — print, digital, event — and build a custom partnership that touches all the channels.
Nylon’s return to print isn’t just a nod to nostalgia — it’s a strategic move in a world where old and new media blend increasingly. For associations, it’s a call to action: Your print publications can still have a place in today’s digital world. They can be more than just information; they can be an experience. (If you need another example, take a look at what high-end outdoors magazines are doing.)
Remember, what’s old is new — and exciting — again. Let’s think beyond the digital vs. print debate and focus on creating engaging, memorable content that serves your members’ needs and draws in a broader audience.
Your publication might just need a bit of that old-school charm, mixed with a new twist.
Brittany Shoul is the senior vice president of revenue strategy and operations, Full-Service Sales, at MCI USA.
