Why brand publishing is a long game

For brands embarking on publishing initiatives, patience is key.Publishing is a long-term game: It can take time for publications to find a unique voice, for editorial teams to find their stride, and for audiences to discover and engage with content regularly.Brands that attempt to force the issue can risk undermining their efforts and hurting their overall goals. Brands getting into publishing often fall into the trap of approaching editorial like they do marketing: They expect it to impact their businesses relatively quickly, or at least begin to show tangible results within a few weeks or months. But in reality, publishing is a long game, and brands serious about their publishing efforts should be prepared to practice patience. It often takes months or even years for properly