The Digiday Podcast is a weekly show on the big stories and issues that matter to brands, agencies and publishers as they transition to the digital age.
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Why Nylon is bringing back print
The 25-year-old fashion, entertainment and culture publication Nylon went digital-only in 2017, but owner BDG is officially reviving the print magazine this year – albeit biannually.
Debuting with a limited 50,000-issue run, the magazine will be distributed on newsstands, in the lobbies of high end boutiques, hotels and airport lounges and at Nylon House events, vs. being available via subscriptions, according to Emma Rosenblum, chief content officer at BDG. But that number and distribution model could change based on the reception from readers and advertisers alike, she added.
And so far, the advertiser reception has been better than expected, with the premier issue featuring several ad pages. Rosenblum said that she was willing to put out the first relaunched issue of Nylon without any advertisers signing on, just to get a proof of concept in order. But with the sales team already up to snuff on selling a print product thanks to six-times-per year W magazine, securing ad revenue was possible before the first issue went to print.
On the latest episode of the Digiday Podcast, Rosenblum discusses the highs and lows of making a print product and why Nylon was the first brand within her remit to have a physical iteration.