Need more business? Help your client create a new market. That’s what The Standard Group (Reading and Lancaster, PA) did in partnering with Fig magazine.
Fig Lancaster is part city directory, part high-end magazine, and part local community. The publication uses high-end photography and design to promote businesses in the Lancaster, PA, area. It was started by a traditional agency, formerly Moxie House but now called Fig Industries, and has been so successful that it has been turned it into a full-scale business model.
The goal of Fig Lancaster is to build up the Lancaster area as a center for design, food, and culture. The local publication, supported by social media marketing and events, contains high-quality editorial content promoting the businesses, culture, and history of Lancaster. It is supported by outstanding design and photography and largely paid for by advertising.
It is 8 ½ x 8, usually perfect bound, and printed on uncoated stock.
“This is a traditional agency who created their own publication and they are selling ads and building a community around it,” says Thanh Nguyen, CMO of The Standard Group. “It’s a business model they created for themselves.”
Fig Lancaster magazine, which is printed by The Standard Group, recently won a Benny. “In this digital environment, it’s the reinvention of a traditional print business model which we are most proud of,” says Nguyen. “They are promoting Lancaster as the place to be. If you’re a business within the city, you have to be part of Fig magazine.”
The Standard Group is also working with another client on a fresh, quarterly niche publication as part of its business model—and it’s another tremendous success.
It’s just another great example of not waiting for business to come to you. If you want more business, go out and create a new demand, then fill it!