Publishing a brand

INTERWOVEN, the International Textile Alliance magazine

Rebranding a magazine was an opportunity we could not pass up, and we were fully prepared and excited to do so. Publishing a magazine? Now, that is a different story. There were things to consider we usually don’t have to worry about, from ad sales to editorial content, receiving advertisers’ ads to printing, and so on.

With this publication, we knew we wanted to inject vitality into the textile category. But we also knew that ad sales were going to be the driver. Oftentimes, textile mills don’t have upscale marketing photography of their products and are not the best at romanticizing their brand. So, we created ad packages for manufacturers to purchase that included large, beautiful photography and stories we could use in the magazine, and they could use in their own marketing. The packages were also multi-tactical and included social media, web banners, signage, and emails.

The most rewarding challenge was convincing everyone internally at Crobar and externally at ITA to think like a publisher.

As a result, ITA added more members and increased the show attendance. Additionally, we had record ad sales for the last two publications.

Leveraged Creative:
• Rename
• Rebrand
• Ad sales
• Editorial content
• Photography

International Textile Alliance is a membership of fabric and leather manufacturers that come together twice a year and produce a show and magazine to showcase their new product launches to manufacturer buyers.