Digital Magazine and Newspaper Editions: Best Practice Cases
VIV Magazine
Digital All the Way
VIV magazine (www.vivmag.com) offers insight, advice, and authentic
stories to inspire and motivate women in their quest for a balanced and
healthy lifestyle. Smart and vital, VIVmag readers know the way to live.
VIVmag is a first: It’s an all-digital magazine that delivers reliable,
accurate service journalism in fitness, wellness, fashion, beauty,
awareness, and nutrition. Its audience of savvy women is genuinely
committed to leading healthy, balanced lives. VIV's interactive content
and advertisements entertain and inform, helping readers achieve the confidence that
comes from engaging life at a higher level. VIV. It's the way to live.
Zinio (www.zinio.com)
Zinio is a global leader for digital publishing products and
services. Zinio provides publishers with new circulation and
revenue growth opportunities through its comprehensive offerings from marketing
programs that include customer acquisition, retention, and cross-promotion to
seamless production services, a robust e-commerce engine, and extensive digital
delivery, circulation and fulfillment services. Major publishing partners include
Bonnier, Hearst, IDG, Gruner + Jahr, Hachette Filipacchi, IPC Media, Mariah Media,
McGraw-Hill, The National Magazine Company, Playboy Enterprises, Rogers
Publishing, Source Interlink and Ziff Davis Media.
The Challenge
The VIV management team decided to create an entirely new magazine and launch it in
a digital-only format. They needed to find a platform that would provide outstanding
technology, advertising support, and contacts and e-commerce capabilities.
The Principals
Doug Carlson is the CEO/Publisher of VIV Magazine. Zinio provides the technology and
e-commerce platform for the VIV Magazine. David Gilmour is chairman of the Board
for both VIV Magazine and Zinio. Rich Maggiotto is Zinio’s CEO.
Meeting the Challenge
David Gilmour is a serial entrepreneur. He is the founder of Fiji Water LLC; co-founder
of Barrick Gold Corp.; co-founder of Horsham Corp (later TrizecHahn); and co-founder
of Southern Pacific Hotel Corp. He was frequently frustrated by the lack of data to help
him quantify the return on his advertising investment dollars. He is also deeply
interested in trying to preserve the environment. Therefore, he was eager to launch a
new digital publication model as a service for advertisers and to make a statement
regarding the future opportunities of the publishing industry. VIV is his first
publication using this business model. When searching for the technology and e-
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©2008 Gilbane Group, Inc. http://gilbane.com