DES MOINES, IA: Meredith, best known as the publisher of women- and home-focused magazines like Family Circle, is conducing media and stakeholder outreach to promote its new logo and rebranded business divisions.
The company unveiled a new logo on August 10, along with newly designated divisions, to reposition the brand as a multi-platform media and marketing company, instead of strictly a publisher and owner of media holdings, said Patrick Taylor, executive director of communications at Meredith.
“The company has changed and grown significantly over the past couple of years,” he said. “And as we've gone through this evolution and built ourselves out as much more of a marketing and media company, we thought it was important that the logo and the marketing position reflect those changes.”
Meredith also branded its publishing and Web properties as its National Media Brands unit, and named broadcasting properties the Local Media Brands division. Its marketing capabilities will be called the Marketing Solutions unit.
The company has expanded its marketing reach in recent years, buying interactive ad agency Genex and social media marketing firm New Media Strategies, as well as database strategy firm Directive, in 2007. It also purchased a nearly 20% stake in mobile marketing firm The Hyperfactory last month.
The company, which also publishes Better Homes and Gardens, More, and Parents and owns a dozen local broadcast outlets, is conducting b-to-b press outreach to marketing, media, and advertising trade outlets, Taylor added. Meredith is also meeting with advertising clients, and its IR staff is contacting stakeholders, he said.
While no events are planned specifically for the logo unveiling or division rebranding, both will have a heavy presence at upcoming company events, said Taylor. When asked about public reaction to the changes, he said he believed that “people have responded to it well.”
The company is also running print and online advertising campaigns promoting the changes.