The Edinburgh-based CMA member launched Hot Rum Cow last year to demonstrate the value of lovingly crafted magazines within the content marketing armoury. Designed to be commercially viable in its own right, the magazine is also attracting potential content marketing clients to White Light Media - particularly those who recognise the importance of powerful storytelling, intelligent writing and beautiful design.
Issue three - the whisky issue - is guaranteed to put fire in the belly. The White Light team has been trotting the globe digging up whisky's murky and subversive past, exploding myths long shrouded in Scotch mist. And it's not all about Scotch - American, Irish, Japanese, Swedish and even English whiskies are explored in depth. Plus, there's plenty more besides: flaming cocktails, picnic wine, barrel-aged beer, poetry from Liz Lochhead and an interview with Hollywood actor Brian Cox.
The magazine is on sale in stores from China to the USA, including the Museum of Modern Art in New York, and Selfridges in London. It's backed by an intelligent online campaign that has built a strong Twitter and Facebook following around the hotrumcow.co.uk website. An iPad edition is also available from the Apps Store.
"A lot of this project is about showing the importance of fun and creativity in content marketing," says White Light MD Fraser Allen. "There's no point spending a lot of money on multi-media platforms to pump ‘stuff' out there unless you have really strong content at the heart of your strategy. Hot Rum Cow shows how great writing and design is brilliant at drawing in readers - some of them don't even drink booze!"