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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.” The best-case scenario? It would be a “stand-alone media division that’s generating revenue, generating profit for the company,” she said.
So, Away launched what Rubio called “a startup within a 15-person startup” and hired an in-house editorial team to curate content for the publication.
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