With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.
Thursday, November 24, 2011
NFL to Launch a new Magazine with Dauphin Media Group. Wait, Who?!?!
With a major entity such as the NFL that generates billions of dollars in revenue, you would imagine that when the entity decided to create its own magazine publication they would go choose a well respected publisher with a strong background. So the choice of Canadian publisher Dauphin Media Group, who possesses neither of those qualities, comes at quite a shock. A magazine publication is something that is an extension of your image. This is something people will want to advertise in and further strengthen the already tight bond that NFL fans have with the brand. Why would you go out on a limb with a Canadian company whose two publications are no longer in circulation? How does this make sense from a marketing standpoint? Is it the fact that they think their brand is so strong that taking a risk on an unproven publishers could not possibly hurt them? And how are they going to separate their magazine not be riddled with brand parody in a genre already ruled by titans such as Sports Illustrated or ESPN Magazine? To me this move does not make sense.
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It sounds like the company is in the right location for the intended purpose. Although the company was unsuccessful in previous publications, giving another chance to prove itself is not uncommon. With the NFL as the subject, the magazine will have a following no matter what because the brand is so strong. I think it is great a powerhouse was not chosen for this project, good luck to the up and coming business.
ReplyDeleteThis is interesting. The only thing that I can come up with would be the price of this publisher is worth the gamble or that the publisher hired on a new employee that the NFL wants to specifically work on their magazine. My other question would be if this publisher has ever done a magazine in the sports genre before or not? I am curious to see how the NFL chooses to market this magazine and what the first issue will look like. They have a big battle ahead of them to try to take market share away from ESPN and Sports Illustrated. I guess time will tell.
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