Media is a tough industry to compete in and rising and shuttering of brand names in this race is no big deal. However, a couple of years back a renowned and well-followed magazine, one of the top sellers in America suddenly exited the industry with an intention to never come back. You won’t believe it had more than 500,000 readers! Why would somebody even think of doing that?
Best Life was a luxury men’s magazine or rather is a magazine which got a second life on digital media, literally. But the story here is much more interesting. The magazine was revived by its initial editor, who was also the reason why the magazine went down to nowhere. Here’s how it all went…
Best Life magazine debuted back in the year 2004 and was an extension of the flagship Rodale’s Men’s Health, led by the company’s Editor Dave Zinczenko. However, in wake of a financial crunch that company had undergone, it stopped its regular publication in 2009, following which Dave Zinczenko left the firm in 2012. After his exit, Rodale almost vanished and put a full stop on the magazine’s production and circulation. In the subsequent years Zinczenko went on to initiate his own company, Galvanized, and spent quite some years overseeing it. He spent several years shaping his venture only to end up realizing that there was still a fervent audience for Best Life. Zinczenko had a feeling that Best Life was a magazine that served a giant audience in the men’s market and that its potential was never ending.
After learning that another company had paid for the inactive Best Life from Rodale, Zinczenko approached the new owners directly and expressed his interest in helping them revive it. Eventually, he convinced and acquired the brand and re-built an editorial team to re-launch the magazine as a digital brand.
BestLifeOnline.com which of course is a lifestyle site for men, today boasts thousands of subscribers. According to Zinczenko, what still sets Best Life apart is its unique target audience, which is the maturing age group audience that he terms as the Generation X – the set that has been entering the prime of their lives in terms of family and career. It covers a range of topics including careers, marriage, charity, style, fatherhood, and finance, mostly in list form, the most popular kind of online communication these days. However, they soon plan to mature and expand into investigative journalism and also fiction, hoping to keep up with the original magazine’s heyday.
Interesting story, this can be turned into a perfect movie script. Don’t you think?