Current Competitors

MEL GALLIPEAU / GR604-FALL 2020 MODULE 2 / RESEARCH & STRATEGY CURRENT COMPETITORS What are Highlights competitive brands and what are their comparative strengths and weaknesses? What does Highlights do better and where are there opportunities for improvement? Who is occupying the same market spaces and competing for customers and attention?

Currently, Highlights does not have a strong personality that differentiates it from the competition. Through market research and analysis, Highlights will be reinvigorated with a more distinct identity, yet will retain the core value of providing engaging, educational, and creative content and experiences for children.

National Geographic Kids magazine publishes nature-orienged content in 18 different languages for children age 6-14. Chirp magazine teaches and educates children age 3-6 through stories, games, illustrations, and puzzles.

Double Helix magazine promotes critical thinking and literacy skills, specifically through science, technology, engineering, and math-related content. Brainspace Magazine is geared toward children age 8-14, with a focus on education and Augmented Reality.

MEL GALLIPEAU / GR604-FALL 2020 MODULE 2 / RESEARCH & STRATEGY

Honest History magazine explores the past, for children age 6-12. They value elevated design, sustainable commerce, and partnerships with schools. Ask magazine investigates the real world through stories, games, and projects for kids ages 7-10. Click magazine introduces children age 3-6 to science, art, nature, science, and environmental issues. Disney Princess Magazine contains stories, activities, and artistic content, geared

toward girls age 3-6. ChickaDEE magazine publishes content to

educate and entertain children age 6-9. Ranger Rick magazine features articles and activities for children age 7+ to spark interest in the outdoors and environment.