New Magazine

Mattress Company Shutters Web Publication, Pivots to Print

By: Jack Marshall


Mattress brand Casper is launching a print magazine and shuttering Van Winkle’s, the sleep-focused online publication it launched in 2015.

The company said its new magazine, titled Woolly, will be published multiple times a year and focus on themes including comfort, wellness and modern life. It will be bundled free with some Casper products and available for $12 per issue from Casper’s retail stores and website.

Companies have flocked to so-called content marketing in recent years in an attempt to align their brands with certain topics and issues without relying on straight-forward advertising. The tactic has become prevalent online, but some companies, such as Airbnb, have since taken the approach offline with their own branded print products.

But according to Casper, Woolly shouldn’t be viewed as marketing designed simply to drive mattress sales. Rather, it says it wants to use it as a vehicle to link the company to subjects it “believes in.”

“This isn’t traditional content marketing; there are no ads for Casper,” said Lindsay Kaplan, Casper’s vice president of communications and brand engagement. “It’s not about building a revenue stream either. It’s really about owning the conversation around wellness and health.”

Casper has hired nonprofit publishing company McSweeney’s to help produce the magazine, which will be headed up by former New York Post editor John DeVore. (The New York Post is owned by News Corp, which also owns The Wall Street Journal.)

The launch of Woolly marks somewhat of a pivot for Casper’s media efforts from digital to print, a move that bucks recent media trends. In 2015 it hired four veteran journalists and launched a website called Van Winkle’s with the goal of selling ads and building a stand-alone media property dedicated to all things sleep.

The site failed to gain significant traction with readers, however, and will cease publication to make way for Woolly. Van Winkle’s one remaining editorial staffer will now work on Woolly instead.

Woolly plans to focus on a broader range of topics than just sleep alone—topics people might enjoy reading about when, for example, they’re lying on their Casper mattress. The first issue includes a “love letter to comfort pants,” confessions from your yoga instructor, a non-chronological history of snoring and a coloring book.

“When people buy a Casper, they cover it up with sheets, so there’s something special for us knowing this will remain on someone’s nightstand and remind people to get in bed, relax, unwind and get comfortable,” Ms. Kaplan said.

Billed as a “quarterly,” Casper said Woolly won’t stick to a specific publication schedule. The first issue, which is 96 pages, is available today.

Author: Jack Marshall

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Goop Launches Quarterly Print Magazine For All Your Wellness Needs

By: Madeleine Aggeler


Have you ever thought to yourself: "If only there was a way for me to read about jade vagina eggs and health stickers in hard copy?" Finally, you can! Goop, Gwyneth Paltrow's digital lifestyle brand, has launched a quarterly print edition, and the first copy is set to hit newsstands September 19.

Goop the magazine will be released quarterly, and is produced in partnership with Condé Nast (the media company behind magazines like VogueThe New YorkerGlamourWired, and GQ). So far, Goop IRL looks to be everything you've come to love — and occasionally question — from, and then some.

Goop magazine's first-ever cover features its founder, figurehead, and wellness goddess Gwyneth Paltrow in repose (and seemingly without nipples), covered in fancy French mud that probably costs more than what I make in a year. Loopy lettering across her stomach reads "Earth to Gwyneth," a reference to mud, but also possibly an attempt by the company to poke fun at itself — in the past, Goop has come under criticism from experts and scientists for some of the pseudo-science behind the unconventional and often pricey health practices it advocates.

Given how precisely on-brand rest of the magazine's content is however, the headline seems less like a self-referential joke than a way for the company to thumb its nose at the haters. The first issue's theme is (unsurprisingly) wellness, and inside, you can find "easy, nutrient-dense recipes," "deep-dives into crystals and mud masks, reiki and bee-venom treatments," and "a how-to for having better orgasms." Truly down-to-earth topics for the modern gal.

And spoiler alert for those of you waiting to enjoy all of your goopy wellness advice in print form: Bee-venom treatments do indeed involve getting stung by bees. Why would someone voluntarily subject themselves to that? According to Paltrow, it helps with scars.

"The doctor stings you [with a live bee] like it’s an acupuncture needle. I had it done on my cesarean scar … I had some buckling in the scar, and it really evened it out,” Paltrow says in the inaugural issue.

Paltrow also wrote the editor's letter, and is the subject of the magazine's first profile. In addition to her close encounter with acupuncture bees, she talks about her own experience with wellness, and how she discovered juicing.

“I remember standing in a hippie health-food store in Greenwich Village and I saw a little paperback book describing a ‘master cleanse,’ and I was like, What’s that?” she writes in the editor’s letter. “I remember the next day [after I finished the cleanse] I was like, Oh, wow, I just did this cleanse, and I feel so much better. I can have a beer and a cigarette now, right?”

Goop's print magazine is the company's latest venture outside the digital realm since it raised $15 million in funding last August. Since then, it has launched beauty, clothing, and vitamin lines. In June, it organized "In Goop Health," a health and wellness expo in Los Angeles which cost between $500 and $1500 per person, and included free lube, sessions with the "resident Goop shaman," and panels featuring Cameron Diaz, Nicole Richie, and of course, Gwyneth herself.

For those of you goop-heads eager to hold your occasionally fringe wellness advice in your hands, you can pre-order copies here. Before you buy a bunch of copies to give to your friends and family and or/wallpaper your bedroom with though, be aware that, like most things in the Goop universe, the magazine has a steep-ish price tag of $14.99.

And if you need a way to calm your excitement before September 19, try Goop's most affordable health practice: earthing. According to Gwyneth: “When I take my shoes off and walk in the grass, it’s so healing."

Now if you'll excuse me, I need to go find some bees to sting me — for my health.

Author: Madeleine Aggeler

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