C Magazine is getting into the revenue diversification game.
The 15-year-old publication, which offers a monthly collection of all things California, is opening its first permanent retail shop this weekend in Newport Beach’s outdoor mall Fashion Island. After a brief experiment with a pop-up shop two years ago in the Westfield Century City mall in Los Angeles, founder and chief executive officer Jennifer Smith said sales were enough to show that this was a viable business opportunity.
Other media outlets have lately dabbled in retail as well, like Condé Nast, with its magazine Wired, and even Buzzfeed, as publishers overall are looking to any available path to revenue as print advertising continues to be unreliable, at best. “It’s the very basis of who we are,” Murray added. “We’re storytellers who want to be able to share these California brands locally and with the world. But the retail and the print and e-commerce parts certainly all complement each other.”
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