Is brand differentiation enough to save publications?

This week saw credible rumours of the closure of the Glamour magazine brand in the US. For those that knew it (or had at least seen its marketing material) Glamour was the luxury lifestyle brand, perfectly pitched at people who needed expertly curated product recommendations and interviews with today’s most relevant celebrities. This, of course, was also the pitch for many of its contemporaries and, regardless of which title was your particular favourite, that led to issues surrounding differentiation in a shrinking marketplace. Its decision to transition from a print-led to a digital-only title is, in part, to escape that shrinking space, but the danger is that online lifestyle content is an even more crowded space.

Last week also saw the effective closure of The Outline. The Outline was a two-year old digital culture publisher that had a strong brand, a memorable visual identity and had seemingly been doing well, having raised $5.51 million in VC funding in May of this year, putting it

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