Transition from Tradition: Brands Take on the Digital World

Transition from Tradition: Brands Take on the Digital World

Imagine having to wait to read new stories on your favorite topics. This concept isn’t a foreign idea, but the way audiences received content not even a decade ago. It’s no secret that digital media has changed the way audiences want to consume their information. Just a decade ago, audiences had to wait until a credible news source had time to write and publish an article, and there were many brands that played the field of traditional media well.

Digital Media Takeover

As mobile devices became more powerful and people started to turn to their phones more and more for credible information, a whole new game was introduced. Blogs and niche websites now had the same information as the news sources hours and sometimes days earlier. Slowly but surely, the brands that had relied on traditional media for years realized they had to change to match the way their audience wants to obtain media.

While many brands are still clinging to the outdated media channels that helped them grow to the behemoth they are, there are some that are absolutely crushing their transition to the digital world.

Wall Street Journal

Traditionally, the only access to The Wall Street Journal was at newsstands or by delivery every morning. Now, this brand has remained relevant during the transition to digital by staying on top of the news with real-time website updates. In addition, heavy social media presence has helped this brand be more involved with its audience by creating content that appeals to those using these platforms.

The Wall Street Journal also allows readers to sign up for any of 16 different newsletters that cover specific topics people can sign up for. For example, The 10-Point is a roundup of the biggest stories of the day while MoneyBeat is filled with updates and insights from the stock market. The Journal has done a fantastic job of providing stories relevant to their readers.

Golf Digest

Typically thought of as a publication for old white guys, Golf Digest has been the go-to resource for golfers since 1950. The magazine has always done a great job of incorporating content from influencers in the world of golf (namely professionals), but they have been able to stay at the head of their field in other ways, as well.  Somewhat surprisingly, this magazine about a sport that values its tradition has really capitalized on the opportunity to provide a much deeper experience to readers through social and digital media.

The Loop, Golf Digest’s form of a blog, provides news about professional golfers and events, swing advice and lighter articles that make fun of some of the typical behavior you’ll see on a golf course. A video microsite offers a quicker and much more popular way to receive content, especially when giving out instruction and advice. The brand has also done a great job of promoting all of their content to readers through personalized newsletters, just like the Wall Street Journal.

W Magazine

Digital media is a dream for fashion magazines because they have to be on top of the trends. W went from a monthly publication to a force that cannot be ignored. This magazine stays ahead by using social platforms like Instagram to send instant messages to audiences.

Videos are posted with links that connect to the publication’s website that contains more videos and articles that link to W’s social media accounts. This connection inception helps audiences connect the social and digital presence of the magazine. W’s success in going from a monthly presence to taking advantage of the audience’s desire for fresh content has rocketed this brand into one of the top publications in its industry.

You may not think of these brands as leaders in digital media, but they’ve certainly found a recipe for success.  In today’s world, audiences want a variety of content, deeper experiences, and information that resonates with their interests. To set your own content up to stand out in the crowded digital world, we’re bringing you our Inbound Checklist. This is your guide to start generating qualified leads, nurture prospects through the buyer’s journey and turn strangers into promoters of your business. Download your guide and start building a campaign that works!