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Meredith sees a future for new magazines, particularly tied to a celebrity

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Meredith is drawing from a well of celebrities and influencers to subsidize its print business. Already this year Meredith has announced the launches of two new celebrity-led titles: Reveal by Drew and Jonathan Scott, with the stars of the HGTV show “The Property Brothers,” as well as a new as-yet untitled magazine helmed by Food Network star Ayesha Curry. That makes a grand total of five personality magazines for Meredith.

Doug Olson, the president of Meredith Magazines, said these celebrity titles are consumer-revenue plays. While the other titles under Meredith’s umbrella tend to be advertising focused, the goal for the celebrity titles is to give readers something of high quality and relevant enough to their interests so they will pay the cover price of $9.99 or more, he said. (The newsstand price for other Meredith titles is lower than that.)

This represents the analog version of a digital paywall, Olson said. Building magazines around people who already have significant social media followings, commerce businesses and television programs makes it easier to sell those magazines, he said. But publishers can find it challenging to diversify their relationships with consumers beyond print ventures.

Curry’s new quarterly magazine will hit newsstands in May. With an initial press run of 400,000 copies and a cover price of $9.99, her magazine will tap a mold to that’s been used for other Meredith’s celebrity titles: It will appear quarterly and be sold exclusively on newsstands. Then if it proves successful enough, the magazine will be marketed as a subscription product, like Martha Stewart Living or Magnolia Journal (which features “Fixer-Upper” stars Chip and Joanna Gaines). As of June 30, 2019, Magnolia Journal had more than 890,000 subscribers and Martha Stewart Living over 1,980,000 subscribers, according to the Alliance for Audited Media. Some of Meredith’s noncelebrity titles such as People, Parents and Better Homes & Gardens each had more than 3.1 million, 2 million and 7.5 million subscribers, respectively.

In 2019 Meredith sold at newsstands 19 million copies of its special quarterly magazines (including Magnolia Journal) for $9.99 or higher, Olson said. Celebrity partners earn a royalty based on the profit made from their magazine sales, though Meredith declined to share hard figures on the profit shares.

“It’s a meaningful part of our business,” Olson said.

Parent company Meredith Corporation reported a total revenue of $3.2 billion for the fiscal year that ended on  June 30, 2019. The company noted then that 46% of the national media group’s total revenue came from consumer-related revenue, which includes magazine subscriptions, sales of products and brand licensing.

Not all celebrity titles end up being successful as subscription products. In January the Meredith magazine previously known as Rachael Ray Every Day (after Food Network chef Rachael Ray) was rebranded. This magazine is now called Rachael Ray in Season and will be available only on newsstands once a quarter (instead of 10 issues being sent to subscribers).

For Meredith to capitalize on a celebrity partnership beyond a print tie-in, the two parties would have to enter into another agreement, Olson said. The challenge for a publisher is to find celebrities with a large enough following to drive newsstand sales, yet these individuals often have their own pre-existing commerce business or video presence.

Olson said one possibly for Meredith to take a celebrity brand beyond the print context lies with Chip and Joanna Gaines, who have a new television network slated to launch in October. “We’re hoping to be their partner there, too,” he said. And with Drew and Jonathan Scott of “Property Brothers” fame, one idea would be to extend their brand into digital platforms, said Olson, adding that he could also envision Meredith’s becoming involved with an extension of Curry’s brand into video or digital ventures.

“We’re looking all the time to take the next step,” Olson said. “But if some of these things are never multi-platform for us, they will be for our partner. And we’re OK with just the print platform.”

Ryan Stern, co-founder of influencer marketing agency Collectively, said about celebrities and up-and-coming influencers that “people are excited and curious to follow the people they care about” and want in-person interactions with them. One way for Meredith to make its celebrity print products stand out as well as add another revenue stream is to create experiential or meet-and greet opportunities for readers. But Stern noted that navigating celebrity schedules can be tricky and the ability to scale up such businesses can be difficult.

Beca Alexander, president of influencer marketing agency Socialyte, said other publishers such as Condé Nast or Hearst might find it possible to create robust magazine brands around influencers. This “would drive success because it’s something new and interesting.”

Alexander added, “A lot of influencers are going to launch their own product lines at some point and they’re going to have to differentiate; it’s a crowded and oversaturated space.”

Said Alexander: “I’m surprised that no one has tried to launch their own Goop yet.”

Photo courtesy of Meredith.

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Bored celebrities rally for Post Malone’s virtual beer pong tournament

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Coronavirus won’t stop Post Malone from partying.

The rapper is planning an epic virtual beer pong tournament for his self-isolating celebrity pals.

Dubbed “The Ballina Cup,” Posty is recruiting a slew of big names to fill the bracket, including NFL players Travis Kelce and Rob Gronkowski, along with Gronkowski’s girlfriend, Sports Illustrated Swim model Camille Kostek, Johnny Manziel, Machine Gun Kelly, Kane Brown and MLB pitchers Trevor Bauer and Mlke Clevinger, TMZ reported.

The 8-day tournament — which will be conducted via video chat from the celebs’ homes, per social-distancing protocols — is set to begin next week, with two matches per night.  The prize includes a commemorative trophy and wrestling belt.

Each team will pay an entry fee and the winnings will go to charities fighting COVID-19.

If this pot is anything like the last celebrity beer pong tournament Posty participated in, the winnings will be big. Post Malone won $50,000 in a star-studded contest with rapper Tyla Yaweh in November.

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Today’s famous birthdays list for March 28, 2020 includes celebrities Vince Vaughn, Lady Gaga

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Associated Press

Top celebrity birthdays on March 28, 2020

Birthday wishes go out to Vince Vaughn, Lady Gaga and all the other celebrities with birthdays today.  Check out our slideshow below to see photos of famous people turning a year older on March 28th and learn an interesting fact about each of them.

-Mike Rose, cleveland.com

Associated Press

Country singer Reba McEntire turns 65

Fun fact: Nominated for a Golden Globe in 2004 for her work on ‘Reba’

Associated Press

Actor Vince Vaughn turns 50

Fun fact: His middle name is Anthony

Associated Press

Actress Annie Wersching turns 43

Fun fact: Originally from St. Louis, MO

Associated Press

Actress Julia Stiles turns 39

Fun fact: Nominated for a Primetime Emmy in 2011

Associated Press

Singer Lady Gaga turns 34

Fun fact: Appeared as an alien in ‘Men In Black 3’

More celebrities with birthdays today

Author Mario Vargas Llosa is 84. Country musician Charlie McCoy is 79. Movie director Mike Newell is 78. Actress Conchata Ferrell is 77. Actress Dianne Wiest is 74. Actress Alexandra Billings (TV: “Transparent”) is 58. Actress Tracey Needham is 53. Actor Max Perlich is 52. Movie director Brett Ratner is 51. Country singer Rodney Atkins is 51. Rapper Mr. Cheeks (Lost Boyz) is 49. Actor Ken L. is 47. Singer-songwriter Matt Nathanson is 47. Rock musician Dave Keuning is 44. Electronic musician Clayton Knight (Odesza) is 32.

Other popular or historical birthdays on March 28th

Maxim Gorky, Russian playwright

August Anheuser Busch Jr., brewing magnate

Bernice King, MLK’s daughter (57)

with The Associated Press and HistoryOrb.com

Associated Press

Celebrity fun facts

Emilia Clarke

Sophie Turner

Jason Momoa

Danielle Fishel and the ‘Boy Meets World’ cast

Chris Hemsworth

Amanda Seyfried

Kat Dennings

Robert Downey Jr.

Alyson Hannigan

Tiffani Amber Thiessen

Miley Cyrus

Emma Stone

Seth MacFarlane

Mark Hamill

Jennifer Lawrence & Mila Kunis

David Hasselhoff

Lindsay Lohan

Natalie Portman

George Clooney

Sarah Michelle Gellar

Emma Watson

Alec Baldwin

Jenna Fischer

Kate Mara

Jennifer Aniston

Alan Alda

Betty White

Dave Matthews

Danica McKellar

Taylor Swift

Britney Spears

Bill Nye

Scarlett Johansson

Rachel McAdams

Demi Moore

Julia Roberts

Associated Press

Movie and TV fun facts & more

15 fun facts about ‘The Office’

The Royal Family: Who is next in line for the British Throne?

30 celebrities who were guest stars on ‘The Office’

88 celebrities who were born in Canada

In memoriam: Celebrities we lost in 2019 | 2018

Oscars hosts since 1989

25 Fun facts about ‘Friends’ | 25 celebrities who appeared on ‘Friends’

25 actors you didn’t know were on ‘Game of Thrones’

25 actors you didn’t know appeared in ‘Boy Meets World’

The MCU timeline: From ‘Iron Man’ to ‘Avengers: Endgame’

20 fun facts about ‘The Phantom Menace’ for its 20th anniversary

15 fun facts about ‘Napoleon Dynamite’ to celebrate its 15th anniversary

20 fun facts about ‘Love Actually’

Relive your childhood with these 120 Hanna-Barbera cartoons

Fun facts about ‘The Big Lebowski’ and 20 other movies turning 20 in 2018

Fun facts about ‘I Know What You Did Last Summer’ for its 20th anniversary

Celebrate ‘Dirty Dancing’ turning 30 with these fun facts

20 fun facts about ‘Scream’ for its 20th anniversary

‘Romeo + Juliet’ turns 20: Where are they now

Want to see more celebrity birthdays as well as additional fun facts posts? Follow me on Facebook for the latest by clicking the “like” button below.

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Jason Maybaum, Mackenzie Hancsicsak and Parker Bates Among Young Celebrities to Launch #TieABowChallenge

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The #TieABowChallenge is a Social Media Campaign Challenging the World to Place a Bow on Their Door or Front Window Symbolizing Global Unity in the Fight Against Coronavirus and Thanks to All of Our Essential Workers

LOS ANGELES, March 28, 2020 /PRNewswire/ — On Monday, March 30, Young Hollywood will unite to launch the #TieABowChallenge, organized by Key Elements PR. The Tie A Bow Challenge is a social media campaign aimed at showing global unity in the fight against coronavirus and thanks to all of the essential workers who are at the forefront of this battle.

Celebrities will kick off the campaign by posting a “challenge” on their social media asking friends to place a bow (of any color) on their front door or inside their front window symbolizing global unity and thanks to essential workers. Bows can be made of any household item the challenger has on hand in an effort to encourage social distancing and allow anyone who is challenged to participate without leaving the house to purchase supplies.  

Some of the young celebrities participating in the launch include Jason Maybaum (Raven’s Home), Mackenzie Hancsicsak (This Is Us), Parker Bates (This Is Us), Faithe Herman (This Is Us), Ava Kolker (Sydney to the Max), Raegan Revord (Young Sheldon), Maya Le Clark (The Thundermans), August Maturo (Girl Meets World), Dylan and Caden Conrique (Chicken Girls), Lilia Buckingham (Crown Lake), Hunter Payton (Raven’s Home), Bryson Robinson (Mani), Merrick Hanna (Mani) and many more. 

The challenge is being organized by Key Elements PR, a boutique PR firm specializing in the representation of youth talent. “I wanted to organize a campaign to show the world that we are all in this together and to show all of the people out there going to work day in and day out that we support them and are grateful for everything they are doing to keep essential services running in these unprecedented times. All of the doctors, nurses, military, laboratory staff, grocery store employees, truckers, warehouse staff, delivery and postal workers, and the list goes on. Without them at the forefront of this battle, we would not have access to the essential supplies and services that we need to survive in these unprecedented times. They are in our thoughts and prayers and we are so grateful for all that they are doing,” said Jennifer Tinucci of Key Elements PR Services. “We will band together and beat this, but we must all do our part. If we are not essential workers, we must all stay home to slow the spread of the virus. I hope that as the challenge gains momentum, we will all have bows on our windows and doors showing support.”

For Interviews and additional information, contact jennifer@keyelementspr.com.

Updates about the campaign can be found at https://www.keyelementspr.com/tie-a-bow-challenge.

Tags/Hashtags for the Tie A Bow Challenge:

@tieabowchallenge

#tieabowchallenge 

#thx2essentialworkers  

#unite2fightcovid19 

#socialdistancingsucceeds

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SOURCE Key Elements PR

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