Where is the magazine industry falling down on the job of marketing their titles effectively?
It’s not lacking in the traditional “push” marketing, according to Rich Jacobsen of Time Warner Retail Sales and Marketing.
Newsstand distribution and merchandising continues to fuel sales as it always has, but pull marketing – driving demand from the target readers themselves – is the key to real growth, Jacobsen explained to a group of publishing students, speakers and guests at Mr. Magazine’s ACT 4 seminar last month.
One of the guests at the event was Linda Ruth, who writes about moving from push to pull marketing in the Audience Development blog.
A key takeaway for her was the case study Jacobsen used to demonstrate the impact possible with effective pull marketing, or “getting inside the customer’s head” as Ruth paraphrases.
“Rich walked us through a People magazine case study. In triggering that buying action, Time Inc. established a communication goal: To remind the reader about the intimate, immersive, ‘lean back’ experience of reading People in print,” explains Ruth.
The campaign included advertising content on TV, in print, via digital channels, coupons and mobile messaging, all aimed at reminding the reader of People’s unique reader experience.
It was a success all around, from the publisher’s perspective, and we are especially happy to hear that their biggest return on marketing dollars came from a channel near and dear to our hearts: Print.
We know a key to successful pull marketing is to be on the same wavelength . . . or channel . . . as your target audience. What a great reminder to all of us!