EP28: Inside the Rebranding of a 39+ Year Magazine with Guy Fletcher

Mar 27 2024 • 22 mins

In this episode, Guy Fletcher, the editor-in-chief of Frederick Magazine, talks about the rebranding process the magazine underwent. The conversation covers the background of Frederick Magazine, their mission, the decision to proceed with the redesign despite the challenges of COVID-19, the changes in content and design, the impact on readers and advertisers, the shift in social media strategy, and the lessons learned from the rebrand process. Overall, the rebranding has been well-received, with readers appreciating the increased content and improved design.

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Takeaways

Gradually introducing changes can help maintain a loyal readership while making the magazine more relevant.
The rebranding process requires careful consideration and planning, as well as a willingness to discard ideas that don't work.
Visual elements, such as imagery and design, play a crucial role in the success of a magazine rebrand.
Engaging with readers and adapting to their preferences is essential for building a successful brand.
Using social media to share content and increase brand visibility can be a valuable strategy in a rebranding effort.

Chapters
00:00 Introduction and Background
02:12 Mission of Frederick Magazine
02:49 Gradual Introduction of Changes
04:54 Delaying the Redesign Due to COVID-19
06:13 Decision to Proceed with Redesign
07:15 Changes in Content and Design
10:12 Importance of Imagery
11:36 Positive Feedback from Readers
13:40 Impact on Sales and Advertisers
14:51 Ensuring Consistency in the Rebrand
16:31 Shift in Social Media Strategy
18:47 Advice for Businesses Considering a Rebrand
19:48 Building upon the Success of the Rebrand
20:18 Lessons Learned from the Rebrand Process
21:33 How to Access Frederick Magazine
21:54 Conclusion