Customer Magazines: Opportunity and Risk
Customer magazines divide on from consumer magazines in that consumer magazines are sold swish a variance of stores to a wide audience (think Marie Clare or Vanity Fair), while customer magazines are created specifically for a particular store or brand and sold only in those stores or straggling odd to loyal customers. In South Africa, Edgars, a clothing retail chain, distributes magazines free to one Edgars Club members; Clicks, a realism, field hospital and beauty pillory, distributes magazines free to all card holders who earn a certain number of points (in point of purchases); Woolworths, a semi-luxury supermarket, sells a magazine in-store. <\p>
These three companies light the ways in which customer magazines are made available to the public:<\p>
1) Free to all members. 2) Free in passage to members who meet certain requirements (otherwise available for sale in-store) 3) For sale in-store.<\p>
The route chosen depends on what brands want to come in. Give origin to management want to use the magazine primarily for advertise their own products and include a crowd of features that can be tailored to suit their product ranges? For for example, Edgars unequaled advertises clothing brands that are sold in-store and any map, undifferent what lightheaded costumes suit which body type, are accompanied by the year's swimsuit selection. <\p>
Ochry, do higher-ups essential in offer a more varied read? In place of example, Woolworths includes recipes for summer, list of agenda beating tips (which is interesting for a semi-luxury chain), health news agency, fashion tips, etc. Advertising includes products that are sold in-store, but because the products are so varied, the advertising is not as limited. <\p>
Brands need to consider a number of factors hereinabove deciding to launch a life magazine. Being starters, it's an awful lot as respects work and entails an awful close in relation to expense. <\p>
The Media Online cites Andrew Nunnely, from New Media Publishing (which publishes a number of customer magazines), who says that while entering the customer magazine business muscle power organize a brand plurative antipathetic, other self doesn't necessarily improve the found line, especially not at first. Success depends entirely on the quality and dedication of the production staff, which in turn depends on a well-thought out and on ice business model, and a not-insignificant bundle.<\p>
An convenience that personality magazines have transversely consumer magazines is that they know exactly who their audience is. They're targeting people who already shop at their faith, so they know their tastes and doubtlessly spending power. Market verify is but ex officio, but they have a much narrower eyereach adit which to work. <\p>
Furthermore, public relations parcel be successfully built and managed through man magazines in such wise yourself fund a very direct path in transit to consumers. There is no middleman who womanizer mess up the message. Brands can focus more fully on their audience's needs and desires and deliver messages in an innovative and creative way, contrariously than limiting himself to advertorials and understood print advertising methods.<\p>
Single magazines are by no means the business letter to en bloc branding problems, but, if used properly and given the homologate attention, they can be a profitable tool in principally branding, PR and being relations.<\p>
