Every day hundreds of different medias report about what is happening in the world – so many in fact that it is difficult choosing a magazine over another to get own share of sound information. Winning market share is definitely an issue for every business but it seems that magazine brands in the US are catching readers’ attention by using quite unexpected branding strategies.By promoting the brand name on unexpected media, through improbable associations or in though-provoking campaigns, these magazine brands aim to cut trough traditional messages and find a faster way to communicate with consumers and boost their image.

For instance, the Economist tells its readers about its comprehensive, close to earth analysis of worldwide events by building its new campaign on the Twister symbol (yes, the game). 

The magazine campaign - “Get a world view” – includes also distribution of pizza boxes bearing the brand name and sponsorship of political satire in theatrical performances. The Atlantic, instead, proves its though-leader identity in the “Think.Again” campaign which quite unexpectedly has produced videos featuring passer-by reactions to questions such as: “Is Google making us stupid?” and “Why do presidents lie?”  

At the same time, the Atlantic brand goes real by promoting its name along daily life products: on muffin displays, restaurant menu boards and shampoo shelves of drugstores.

Obviously, brand messages thus conveyed are meant to reach media buyers and readers while they are relaxed – and more receptive – ie: where they eat, buy takeout food and shop.

Investing in promoting the brand names in the least expected places not only raise awareness but apparently also is proving to get readers interest and spur purchase. According to Mr. Smith, president for consumer media at the Atlantic Media Company in Washington, the issue featuring the Google article sold about double copies versus recent average.

A successful example of how thinking out of the box pays well in branding!