A Goop print edition sprung from a conversation between the “Avengers” actress and Condé Nast artistic director Anna Wintour
Gwyneth Paltrow has been bitten by the print bug.
Goop, the actress’ buzzy wellness and lifestyle platform, has tied up with glossy magazine publisher Condé Nast on a series of initiatives that include a print magazine. Designed as a collectible, the eponymous quarterly title will hit newsstands this September. Condé and Goop said that magazine sections would be drawn from existing Goop.com verticals that include “Style & Design” and “Arts and Culture.”
The collaboration includes Goop-branded content being shared across the websites and social media accounts of select Condé publications, with wellness titles like Glamour, Allure and the now online-only Self being evident candidates. According to Women’s Wear Daily, the partnership began from a conversation between Paltrow and Anna Wintour, Vogue editor-in-chief and Condé’s artistic director.
Started as an email newsletter in 2008, Goop is increasingly developing a physical presence. For instance, this Saturday, it is launching a one day-only pop-up boutique in New York. “Print gives you a sense of presence beyond pixels on a screen,” says Samir “Mr. Magazine” Husni, director of the Magazine Innovation Center at the University of Mississippi. “That intimacy and ‘me-time’ gives brands credibility.”
Working with Wintour and Condé on a “multi-platform content partnership, anchored by goop’s emergence into a physical entity, was an opportunity for us to push our boundaries visually and deliver goop’s point of view to consumers in new, dynamic ways,” says Paltrow in a statement. Goop declined further comment.
Despite much ink being spilled about the death of print, Paltrow is treading a well-worn and seemingly lucrative path. Wellness and self-improvement gurus such as Dr. Oz and Chip and Joanna Gaines have recently launched branded print titles to great success. Since launching in 2014, Hearst Magazines’ Dr. Oz the Good Life has more than doubled its base rate—the minimum number of copies it prints—to 925,000. Such was the reception to the Gaines’ Magnolia Journal that publisher Meredith Corp. ordered an extra 200,000 copies of the first issue.
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“The problem is not ink on paper but what’s being offered,” says Husni. “If you take content directly from the website, it’s not going to work. But there are a lot of opportunities if you take a brand’s DNA and manifest it well in print.”
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