Episode Summary
On this episode of Utah Business Spotlight, host Peter Anthony sits down with Julie Janke, owner of Millcreek Lifestyle Magazine, the direct mail community publication reaching the east bench of Salt Lake including Millcreek, Sugar House, and Holladay. Julie Janke has built a locally produced lifestyle magazine around trust, curation, and community, and she joins Peter Anthony to explain why print is still the most trusted form of media a Utah business can put its name inside of.
Julie Janke walks through what Millcreek Lifestyle Magazine actually is. A monthly, direct mailed print publication delivered to the most affluent zip codes on the east bench, plus roughly 800 local businesses. Every issue is curated with a different editorial theme, features cover subjects who are selected rather than sold, and is built for readers who keep the magazine on a coffee table or a waiting room for months.
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The core of the conversation is print versus social. Peter Anthony breaks down how Facebook is incentivized to keep businesses buying ads rather than to actually connect a Utah operator with the right buyer. Julie Janke frames the alternative. A magazine mailed into a specific home lands, gets read, gets remembered, and gets referenced weeks and months after the digital ad has disappeared. One of her advertisers found the magazine in the Salt Lake Audi waiting room six months after it printed.
Julie Janke and Peter Anthony also get into curation. Cover features are vetted, not purchased. Business partners are selected for alignment with the magazine's community. Julie Janke openly turns away industries she already represents in order to protect the trust her readers have with the publication. That trust is why Millcreek Lifestyle Magazine functions as a regional go to guide for the east bench, and why local Utah brands that appear inside benefit from the credibility of the entire book.
The episode closes with Julie Janke's mission of connection. She curates events like Becoming Her, held at a Salt Lake gallery, and is launching the inaugural Millcreek Lifestyle Food and Drink Festival at Log Haven on October 11. Julie Janke's advice to Utah entrepreneurs is the same rule she runs the magazine on. Know who you are and why you do it. Utah Business Spotlight is produced by INCubator Marketing Agency and filmed in Sandy, Utah.
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