Custom Magazine for Students
B&H sought to seed future customers when it embarked on a mission to capture the attention of digital media students across the U.S. Employing standard sales tools was ruled out as ineffective for long term objectives, and instead, a custom magazine concept received the blessing. The magazine is a 100+ page resource packed with insightful and inspiring feature articles, news, and tips. It offers a fresh take on current developments in the photography, filmmaking, audio and graphic worlds.
One of the many challenges that YODI faced in taking on such an important initiative was the extremely high standard that B&H had set for the quality and accuracy of the material. A retailer can’t risk taking the wrong position on a hot button topic. Nor would providing even remotely erroneous information be forgivable. Blogs and news outlets have the luxury of displaying “we got it wrong” notes and retractions, but information published by a company is scrutinized and approached skeptically if it falls short of expectations – resulting in possible damage to a company’s image.
B&H is full of experts and professionals, though it was YODI who got called upon for our ability to cultivate and direct qualified experts within the context of a publishing framework. Diligence is required for understanding our client’s business and their customers’ habits in a deep enough way so as to create industry leading content.
The magazine embodies the pinnacle of YODI philosophy by spending marketing dollars on offering customers valuable content, thus achieving both short and long-term strategic goals. SBG is also the only magazine of its kind – mixing photography, filmmaking, audio engineering and graphics into one easy-to-digest magazine. The results have been very encouraging, with strong growth in the B&H EDU Advantage program – as a direct result of the magazine. Students have responded positively to the fact that B&H, a retailer, invests a great deal in offering ‘added-value.’
Cover
For this edition’s cover, we opted for something that would stand out as unique and immediately appreciated by the artist crowd. The YODI family put their best together and came up with a scene representing the current trend of 3D in every field SBG covers – photography, filmmaking, audio engineering, and graphics. The scene was painstakingly constructed of paper models by highly skilled artistic hands. The result is something that helps the magazine reach out and grab students attention.
For this edition’s cover, we opted for something that would stand out as unique and immediately appreciated by the artist crowd. The YODI family put their best together and came up with a scene representing the current trend of 3D in every field SBG covers – photography, filmmaking, audio engineering, and graphics. The scene was painstakingly constructed of paper models by highly skilled artistic hands. The result is something that helps the magazine reach out and grab students attention.
