Thursday, May 19, 2011

The Future of Media: Brands Are Publishers Now

High-end group shopping service Gilt Groupe has just launched its own cooking magazine.

The Gilt Groupe offering, which is called "Gilt Taste," is interesting in part because it is targeted at a very specific market: namely, the high-end food afficionado. It looks and reads like a high-quality food or recipe-based magazine that might come from a regular publisher, but it is obviously designed to help promote offers from the Gilt Groupe (which recently closed a $138-million financing that values the company at $1 billion).

It’s more than just a catalog, however, as Gilt hired the former editor of Gourmet magazine to run it, and it clearly wants to be the equal of any traditional food magazine.

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