The importance of brand extension: How Irish women’s lifestyle magazines are reinventing themselves in the digital era

This report highlights the effects of the disruption in the magazine industry in recent years (pre the COVID-19 global pandemic) and explores how brand extension and diversification of revenue has been necessary in order for print magazines to stay afloat. It focuses on how Irish women’s lifestyle magazine Irish Tatler—at which I completed my 3-month professional placement—has employed external events as a means of both generating revenue and fostering a strong sense of community and loyalty amongst readers. It also explores ways in which the magazine could further extend its brand through implementing new reader events and partnerships.