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    Magpie

    Why Magpie? Because I like observing these sleek birds with a tapering tail. And like Magpies, I live with the burden of being a 'chatter', even though I believe that I am rather shy, reserved and unobtrusive :).

    Monday, June 05, 2006

    Trends: Exclusive premiums drive magazine sales

    According to Circulation Management’s April 2006 issue Future US, a leading publisher of cutting-edge games, action sports, computing musician, and men’s and women’s lifestyle magazines, saw a 12.5% gain in retail sales over the last year.

    Future belives that inclusion of exclusive premiums (namely DVDs and CD-ROMs) with the newsstand copies ensured that consumers spend significantly more money on Future titles than any other magazines on the newsstand.

    Hoping to drive sales using premiums, the "summer preview" issue of TV Guide has announced a FREE DVD that gives sneak peeks, cast interviews, and "behind-the-scenes" content from both new and established series, including TV Guide's picks for the best comedies, family shows, and reality TV.

    The DVD will be packaged in 700,000 issues to be sold in top markets including New York, Los Angeles, Philadelphia, Phoenix, San Francisco, Portland, and Boston. Shows to be previewed include HBO's "Entourage," Showtime's "Brotherhood," and TNT's "The Closer."

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    2 Comments:

    Blogger Sumod said...

    Short term gains.

    Only if such bursts in circulation are utilised by the editorial team to ensure that readers come away from the magazine being impressed by the content enough to subscribe/make it a habit will these gimmicks matter.

    4:01 PM  
    Blogger Magpie said...

    But don't you think it makes sense for a magazine talking about TV programming to give readers actual taste of the programs they can look forward to.

    Contrast this 'premium' with what is being offered by Redbook (a magazine aimed at married women that addresses all aspects of her life--from stylish fashion and beauty portfolios to scintillating stories on keeping her marriage fresh, to ideas on balancing home and career demands).
    The freebies include: Shampoo Sampler Kit, Cover Girl Liquid Makeup and Sun Block with Moisturizer. None of these seem exclusivly attractive to married women :)

    5:16 PM  

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