Why Young Companies Are Starting Print Magazines as a Way to Help Build Their Brands

Analog publications let them further connect with consumers

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Companies looking to expand their brand sometimes turn to unlikely places. Some hip, fun companies are even going old school and publishing their own print magazines.

Jen Rubio, president and chief brand officer at Away, recently said onstage at Brandweek that the luggage company started publishing Here Magazine after noticing that people were calling its customer-service line looking for travel tips.

The worst-case scenario, Rubio imagined, was that the magazine would become a “great travel blog.”

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