WELCOME Q3 • 2021 d


espite the pandemic, 60 new magazines were launched in 2020 and the publishing industry saw


34 launches and relaunches of lifestyle magazines in the first three months of 2021. Many of these new titles launched during the pandemic are what have been called “optimism magazines” and have come from Hollywood stars such as Drew Barrymore (Drew magazine), Ayesha Curry’s Sweet July, and HGTV stars Drew and Jonathan Scott’s Reveal magazine. Many of these new titles are supporting a new trend of relying more on subscription sales than advertising dollars. In an interview with the New York Post, Professor Samir “Mr. Magazine” Husni stated, “Consumers are buying magazines because they want the experience that the magazine can deliver. People still believe there is a need for print. People are bombarded by bad news and they are looking for diversions.” We agree! In our Brands We Love


article you’ll quickly discover that we were attracted to the featured brand, Milk Street, because of their robust content that includes—you guessed it—a very successful magazine. Yes, there were other reasons we chose to highlight this brand, but


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the fact that they deliver an extraordinary amount of content in both digital and print caught our attention. Although the Milk Street magazine was not launched during the pandemic, our own experience with it proved that it is a welcome diversion that encourages the reader to disconnect from the daily humdrum in exchange for fun culinary experiences. Our cover story interview is with the man who would easily earn the title of Logo Master if there were such a thing. Bill Gardner took time from his busy schedule to grant us not one, but two interviews. We came away saying, “This guy knows his stuff!” Dive into the cover story and register to win a one-year membership to Gardner’s LogoLounge, an incredible online community of designers and creatives who have submitted more than 350,000 logos that you can filter and view. To wrap up this issue, our


Jeff Davidson Vice President, Corporate Strategy


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feature article combined the insight and experiences of two loyalty program marketers who share the importance of connecting your marketing to your loyalty and retention initiatives. We hope your summer has been a joy and, as always, don’t forget to register for our giveaways.


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Q3 • 2021 EXPERT OPINION


Read insights from the following contributors in this issue:


01


Bill Gardner LogoLounge Founder and


Gardner Design Owner and Creative Director (Page 6)


Shirley King Brand and Loyalty Marketing Leader, Loyalty


Program Creator, and Customer Engagement and Experience Specialist (Page 12)


Robyn Simpson


Specialist in Retention and Loyalty Marketing, Marketing Strategist, and Business Development Specialist (Page 12)


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Inspired Momentum is printed on 65 lb. uncoated cover and 100 lb. text.


01 Welcome Letter from the VP of Corporate Strategy,


plus a selection of the key contributors writing in this issue.


02 Insights


Ideas, opinions, news, and trends. 06 Cover Story


Interview with world-acclaimed logo design expert Bill Gardner.


10 Brands We Love Milk Street is featured as a brand we love.


12 Feature Loyalty program and marketing experts


Shirley King and Robyn Simpson discuss the benefits of loyalty programs.


16 Spotlight Sabine Lenz, founder of PaperSpecs.com,


explains the current paper shortage scenario.


Executive Editor Cindy Woods, cmoteam.com


Contributing Writers Kate L. Harrison Tim Sweeney Trish Witkowski


Design: Diann Durham ©2021 All Rights Reserved


Printed and distributed by Modern Litho www.modernlitho.com

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