The Owned Media Observer

More than 20 international editions. More than 12,000 pieces of content published in the first year. Available in 14 different languages. The scale at which Coke developed its digital magazine may be unprecedented. But what has it actually been saying, and how well does it resonate since the project began in 2012? 

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First came 'Arriving Now,' aimed at riders attending New York Fashion Week in 2015. Then there was 'Momentum,' which offered content exclusively for its drivers. Most recently was 'Vehicle,' a digital magazine that focused on Washington in Seattle. It doesn't appear to have been updated since its launch two years ago, but remains a fascinating study in how the startup that ignited the sharing economy has been trying to change the narrative. 

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In the beginning there was HUSH magazine, but after initially backing away from the idea of its own publication, California Closets decided to do a sort of renovation, or rebuild. The result is Ideas Of Order, now in only its third issue in three years. Get a sense of why a closet company needs more than a catalog, and come away with ideas about beauty, confidence and joy. 

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Its home delivery service may be no more, but the startup now owned by grocery firm Albertson's should look at continuing Plated's culinary content hub, which has all the right ingredients to build and sustain a community of foodies. And even if you're in a completely different kind of market, I offer some perspective on how you could apply Plated's approach to connecting and building relationships with customers. 

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Away is best known for its chic but affordable luggage -- or at least it was, until a news story revealed a toxic work culture that stemmed from its controversial CEO. 

In another part of the company, though, sits Here Magazine -- an owned media property that uses some standard elements of the genre but offers some very personal takes on them. And there are some ways the content marketing reflects the brand in ways I never expected. 

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It was already being bold and innovative by entering the world of "robo-advisors," but Wealthsimple has become as noticeable for its storytelling as for some of its other business moves. Wealthsimple Magazine, which evolved from a blog called Grow, has created several major content pillars, the best known of which -- Money Diaries -- contains human-centered narratives that will outlast their use in helping build affinity with customers. Believe me, this episode will be worth listening to. 

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It's published by a venture capital firm but the quality of its editorial-style writing and editing has drawn flattering comparisons with the Harvard Business Review. Learn about a publication that's stayed true to its mission for seven years, despite operating in one of the most disruptive areas of business -- and setting a high bar not only for other content marketing teams, but other business magazines. 

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The demise of Coolest Cooler may give crowdfunding a bad name, but don’t blame Kickstarter. It’s merely the platform for allowing such projects to potentially happen, and it offers value in other ways, too. In this episode, I explore its slightly zany digital magazine, The Creative Independent, and discuss why interviews with poets, musicians and artists contribute to one of its core mandates as a brand.

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Its first attempt at content marketing -- a quarterly print publication called Pineapple -- lasted only one issue. With Airbnb Magazine, however, the company best known for disrupting the hospitality space has tried to do something similar with one of the most hackneyed genres: Travel writing. 

In this episode I journey through some truly exceptional pieces of writing, while also taking into consideration the stories left untold that pose considerable challenges for a brand like Airbnb. 

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It's billed as "The Voice Of The Game," and with a new partnership with Minute Media, the sports platform co-founded by Derek Jeter is set to become even louder. This has not been a storytelling property without its challenges, however. Although it may not fit the normal definition of owned media, I think the Players' Tribune's ups and downs offer a lot of perspective for content marketers trying to create a similar showcase for subject matter expertise.

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If Equinox is "a temple of well-being," (as the brand describes itself), Furthermore magazine is probably almost like a bible for its true believers. 

The luxury fitness company has been producing the publication since 2016, and it has steadily expanded into subject matter that includes not only  tips for working out but style and travel. There's also a lot of great video and social content, but in this episode I'm taking a deeper look at the stories that form the magazine's core -- just like one of its trainers would probably focus on strengthening the core of your body before moving onto "mirror muscles." 

What does Furthermore really offer Equinox members, though? And what about those who aren't members? Join me in exercising some critical thinking skills and maybe get your own content marketing efforts in better shape. 

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The Owned Media Observer is a podcast for content marketers who want to do better work, for media professionals who want to size up their competition, and audiences of all kinds who want to better understand all the new sources of information popping up everywhere around them. I'm Shane Schick, a journalist and content marketer focused on business, technology, marketing and fashion. 

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"Bro bibles like GQ, Esquire and Playboy seem poised to do a backpedal of Michael Jackson moonwalk proportions from the formula that kept them perched at the publishing pinnacle for a half-century," according to a Nov. 2 story that ran on the New York Times. The same, however, cannot be said of Mel Magazine.

Produced by Unilever-owned Dollar Shave Club, Mel Magazine not only seems to be continuing the path laid out by those more traditional publications, but to be maintaining standards of journalism and quality that others have had to sacrifice. Yes, there's still a bit of "bro" tone in there, but it is too much? What are the details that really make the difference? And what can other brands -- even those who aren't targeting a specific demographic like men -- learn from Mel Magazine? I explore these questions and more in this first full episode of The Owned Media Observer. 

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Mel Magazine: https://melmagazine.com