NEW YORK (AdAge.com) -- One can count on a single hand the media brands that started as magazines but have since expanded far beyond the confines of print. Certainly, one of those digits would have to represent National Geographic. It's hard to imagine a media brand, in fact, that's created a deeper presence on a truly global scale.
|A venerable media brand recognizes its deep trove of information can be spread across a dizzying display of platforms.|
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And National Geographic has created one of the most robust social-media communities of any "old media" player: upwards of 550,000 Facebook fans, more than 20,000 Twitter followers and more than 190,000 YouTube subscribers.
"We've always thought of ourselves as a sort of social-media entity, from when we started as a membership-based organization," said Tim Kelly, president-CEO of the global media group. "Our founders said if you stay focused on what the mission is in terms of exploration and conservation and bringing the wonders of the planet to people, it's contagious. ... It creates an internal passion and an external following."
|2.||Better Homes & Gardens|
The brand's Earth-centered focus has nicely dovetailed with the explosion in green ad messages. National Geographic boasts a number of innovative programs with marketers such as Shell Oil, Frito-Lay and Royal Bank of Canada. "We have to not be defensive about the medium but to talk about its real benefits," said Claudia Malley, VP-U.S. publisher. "The content of these magazines is out of this world, and people will pay for it."