Posted by Barry Silverstein on December 7, 2009 11:40 AM
In a world where print versions of newspapers and magazines are failing every day, 42-year-old Rolling Stone magazine has found a new and novel way to extend its brand: The restaurant business. Rolling Stone will open the first of what is expected to be a chain of restaurants next summer in L.A.
The restaurant, to be located near the famous Grauman's Chinese Theatre in Hollywood, will actually function as two establishments: a restaurant and bar at Hollywood and Highland Center opening into the mall, and a late-night lounge, operated at street level on Highland Avenue.
Rolling Stone magazine has remained a stable publication despite industry shakeouts. The publication's eclectic mix of celebrity covers, music coverage, and politics/current events features has a certain appeal to progressive audiences, including baby boomers who recall its rebellious roots. Rolling Stone is no stranger to brand extensions, either -- the company publishes its own books and released a video game this year.Continue reading...