How companies are using magazines to build brands

The resurgence of print magazines with a brand twist is continuing.

The latest addition to the set: the Legacy media brand Field & Stream. Country musicians Morgan Wallen and Eric Church have revealed themselves to be behind the group that acquired the company last year, and Fast Company explored the duo’s plans for the magazine. 

The musicians plan to use the magazine as “one part of a business model,” and will use the publication, content and its reach as a building block for a larger lifestyle brand that will be rooted in the sporting journal’s core expertise. The group has also acquired the Field & Stream retail brand from Dick’s Sporting Goods, marking the first time both the publication and the brand have been owned by the same entity.