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HubSpot: Why Lifestyle Brands Are the New Media Companies
HubSpot just issued a insightful post:
Success in the media space is a moving target. While prior media conglomerates focused heavily on amassing large audiences and monetizing through advertising, emerging media brands are finding success by creating their own lifestyle brands to generate growth and engagement. Media Companies That Are Spinning Success Reese Witherspoon’s Hello Sunshine is rewriting the playbook for how production companies can rise to the top. Hello Sunshine first started generating popularity with audiences through a modern book club model, reminiscent of Oprah’s book picks in the 90s. Witherspoon started a book club in 2017 offering a monthly book recommendation to her fans. The book club became its own lifestyle brand that generated interest in the content created by Witherspoon’s production company Hello Sunshine. Essentially, Witherspoon’s media-lifestyle hybrid looks something like this: A book is chosen for Reese’s Book Club Her production company Hello Sunshine acquires the on-screen rights to books that have
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