How would you react if a fashion magazine lacked the same feel as its brand? You would most likely be surprised. One key factor could be that the paper failed to match the company’s image.
However, the same paper might be perfect in a different context. The customer magazine of a cut-price supermarket chain, whose core purpose is to promote current offers, mustn’t feel exclusive.
The same is true for magazines aimed at people with different specialist interests. For one group, a glossy paper with high grammage can reflect their lifestyle of luxury and flair. Another group may be more inclined to identify with everyday qualities.