WHERE WE STARTED.
WORLD Magazine started as a spin-off of The Presbyterian Journal, a conservative denomination publication that had begun losing readership by the early 1990s. WORLD Magazine, however, found its readers and grew steadily. By the time we began our branding initiative, the bootstrapping publication had grown into the fourth largest general interest news magazine in America.
With its combination of conservative Christian commentary and current events coverage and editorial, WORLD is unique among news magazines. It attempts to strike a true balance between hard news and Christian views.
THE BRAND CONCEPT.
The brand is built around a distinctive border, a horizontal logotype, and a photographic approach that features positive, serious faces. The tone is intelligent and thoughtful, but serious.
HOW IT TURNED OUT.
One cool thing about promoting a magazine is you can do promotional pieces that look like the magazine. For special advertiser promotions, we developed sub-branded initiatives. WORLD Magazine appeals to niches including home school families, conservative action groups, para church organizations, and conservative business groups.