Print, digital, expedition and book products now united
under common branding.
Publishers that have brand platforms with multiple consumer-facing assets have been increasingly pulling those products—and the teams that produce them—closer together, uniting them under a common, branded grouping. National Geographic Society recently did this with its Traveler assets, consolidating its books, expeditions, workshops, magazine and digital properties under a new Travel Group.
"We have this vast array of travel assets," says Lynn Cutter, who heads up the new group as executive vice president. "By bringing them together, we have a lot more power.
Publishers that have brand platforms with multiple consumer-facing assets have been increasingly pulling those products—and the teams that produce them—closer together, uniting them under a common, branded grouping. National Geographic Society recently did this with its Traveler assets, consolidating its books, expeditions, workshops, magazine and digital properties under a new Travel Group.
"We have this vast array of travel assets," says Lynn Cutter, who heads up the new group as executive vice president. "By bringing them together, we have a lot more power.
