Traction News, an online magazine for the tire industry in the USA and Canada, operating in a brand newsroom model.
Lush developed the strategy, pulled together an editorial team and produces the daily content for the publication. All processes and workflows were developed by Lush, who provided an international team of journalists to produce Traction. The Lush team also manages the editorial calendar for the magazine.
Aside from the daily production, Lush developed the media kit, contributor guidelines, sponsored content guidelines and writer guidelines. Email newsletter editorial is developed on a weekly basis.
Traction launched successfully in November 2015 and was an immediate success.