What is a Lifestyle Media Company?

A new approach to consumers is needed, according to PricewaterhouseCoopers (PWC) where consumers are helped to “maximize their limited time and attention to create a rich, personalized, and social media environment.” PWC calls the approach lifestyle media.

PWC published a report about lifestyle media in 2006. The report listed two components which a company needs to achieve the goal of lifestyle media: new content distribution models that put consumers in control, and scalable data about what consumers are watching, doing, and creating. Companies that take the lifestyle media approach “will become viable consumer gateways,” according to the report.

Examples of lifestyle media companies

A few months ago I searched for aluminum reusable water bottles, and discovered the company, Gaiam. Calling itself a “lifestyle media company,” Gaiam sells more than just aluminum water bottle, but fitness wear and equipment, DVDs, books, bedding, and home décor. Its media titles are sold in Target, Whole Foods Market and Best Buy

Founded in 1988, the Boulder, Colorado based company took its name from a fusion of the word Gaia (which means mother earth) and I am. Seven years ago it coined the term Lifestyles of Health and Sustainability (LOHAS). The acronym, LOHAS is now commonly used by everything from Business Week to environmental websites.

Gaiam’s business model has three “concentric circles” which include content (information), offerings (products), and channels (communicate with customers). Its code of ethics is the following:

  • Say what we mean and stand for what is right.
  • Be honest and trustworthy in all of our activities, relationships and communications.
  • Foster an atmosphere in which fair employment practices extend to every member of the Gaiam community.
  • To ensure that we treat one another with dignity and respect, appreciating the diversity and uniqueness of all of our members.
  • Strive to create a safe and supportive workplace, promote healthy lifestyles, foster and encourage personal development, and protect the environment and all living things.
  • Through leadership at all levels, sustain a culture where ethical conduct is recognized, valued and exemplified by all employees.
  • Understand and obey the applicable laws and regulations governing our business conduct in all of the jurisdictions in which we operate.

Gaiam also maintains a blog on its website, called Stream of Consciousness. The blog contains articles about mind-body fitness, health and wellness, green living, and personal growth.

Scripps Networks launched HGTV in 1994, and currently has other televisions networks, including Food, DIY, Fine Living, and Great American Country (GAC). The company also publishes books and magazines, and maintains websites.

Scripps Networks has the following core values:

  1. Diversity
  2. Clarity in communication
  3. Integrity
  4. Compassion/support
  5. Work/life balance
  6. Openness
  7. Humor


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