When it comes to brands in the world of sports, there's none bigger than the New York Yankees. Love 'em or hate 'em, the Yanks are associated with winning and their brand exudes class. Having the highest payroll in professional baseball contributes to this stature and requires the Yankee brand to stay highly visible to adoring fans. Their media relations team has done a masterful job of utilizing social media and other new communication tools to connect with fans. That's why I was pleasantly surprised to learn about Yankees Magazine.
In an age in which newspapers and other printed publications are losing ground to their digital counterparts, the New York Yankees continue to include a monthly magazine as part of their legendary brand. In an ironic twist, I learned about this magazine from the following Tweet:
The final issue of the year. Andy Pettitte graces the October cover. pic.twitter.com/9srG9sIUhj
— Yankees Magazine (@YanksMagazine) October 8, 2013
A little digging on my part revealed that a digital version of Yankees Magazine is available and, like the printed version, features photos and articles of the team.It makes sense for the Yankees to continue with their printed magazine for the same reason that many businesses continue to advertise in phone books. There's still a very large group of consumers that need to physically hold a marketing piece, a brochure or a magazine. It will be interesting to see how brands continue to make efforts to target this very specific group of people. In addition to being wise, I think it is very noble for the Yankees to continue their printed magazine and cover all the branding bases.
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