Highlights for Children

How does a beloved brand like Highlights for Children stay relevant in the digital age? Which of these kids were you? 1️⃣ You were lucky enough to get Highlights delivered to your mailbox as a kid 2️⃣ You searched for it at every doctor’s office, wishing you’d have enough time to find all the Hidden Pictures before it was time to go (us too!) The Highlights family business has been around a long, long time. Why would a content company, with such a strong legacy of editorial clarity, need Storyforge? We were not at all surprised by the volume of material that was waiting for us when we launched our work with them, covering literal decades spent defining their editorial vision. But despite – or perhaps in part due to – their comprehensive documents, Highlights found themselves at a loss for words. They knew they had the potential to tell a more compelling, meaningful story – one that was about the kids at the very heart of their business. And they knew they needed an outsider’s perspective to find it. Kent Johnson, CEO of Highlights and great-grandson of the founders, reflected: 💬 “It really wasn't about adding, it was about subtracting, it was about synthesizing, it was about extracting, it was about shifting the frame of reference by 45 degrees." Julie Beckman, Highlights CHRO, added: 💬 “We checked the ego. We left it at the door and said, maybe we're talking to ourselves. Storyforge helped create insights that helped us realize our story can be even more compelling.” Get the whole story of how Highlights shifted from product-focused to purpose-driven -- and how it transformed their long-standing family business – here: https://lnkd.in/gkhTQqEp (and find out what Kent wishes he could have told his earlier self!) #MeaningfulStory #Story #Storytelling #Impact #PurposeDriven #Culture

In almost 20 years of being a CEO I have had some great experiences with media coverage...Today, I want to share the best PR experience I have had...by far. It will likely be my career favorite. Not because of the reach, reputation, or audience impact. Instead, my enthusiasm results from the driving force behind this magazine being a 9-year-old named Tellis. Tellis woke up one day with a determination that he wanted to create a magazine. Then, he did it. Learning from that first issue, he did it again for a second issue, making it better and learning from his first experience. Recently, Tellis reached out to me to be interviewed for the third issue. The magazine will be distributed through several local businesses in his home town and it supported also by advertising from a few local businesses. The magazine name is "Cool Stuff Magazine" It includes interviews, recipes, lots of great content across different content types. We provided Tellis a Hidden Pictures puzzle depicting a biker for the issue - because Tellis told me his superpower was being a great bike rider. In my interview he asked me about what Highlights superpower was, along with a host of other well prepared questions. Cool Stuff Magazine's mix of content reminds me a little of my great grandparents thinking when they decided to name our magazine Highlights for Children - they wanted to include all the "highlights" of cool stuff across broad content types. We should all be inspired by the children in our world and their ability to create good things. At Highlights, we believe childhood is a short sweet season worthy of the caring attention of adults. That's why I immediately said yes to the interview. We also believe that children can change the world for they better if they have a set of beliefs about our world. Tellis certainly believes "when we work hard and try our best, we can do great things" and that is something we hope all children come to believe. Children make our world better - both while they are children and as the optimistic and empathetic adults we hope they will become. So, with a shout out of appreciation to Tellis, I no longer have anything left on my media bucket list. This is the best magazine coverage I will ever experience.... 💜

In partnership with local organizations in Florida, our friends at Save the Children US are currently responding to meet the needs of children and families in the path of Hurricane Helene. Their Children’s Emergency Fund has been activated to move supplies to ensure they get into the hands of children and families hardest hit by the storm – including hygiene kits, diapers, and baby wipes – as well as classroom cleaning kits to schools and childcare centers. Want to help? Here's the direct link to that fund: https://lnkd.in/gq75CrhE