Elevator magazine launches next week. It is good to see the publishers offering newsagents bonus commission for the launch issue. They have asked newsagents to place the title at the front of the store. I think this request is too vague. I would be more specific and request that Elevator be placed between Australian Women”s Weekly and Woman’s Day in the main women’s magazine display. I’d also ask that it be featured on on an aisle end – especially with the team behind Kath and Kim on the cover. Finally, I’d make sure all team members are aware of the magazine and its content so they can make comment as appropriate.
Someone asked me yesterday if there is a market for Elevator – a magazine for baby boomer women and men. While I am no expert, the answer has to be – for the right title, yes. Time will tell how Elevator travels. I think it’s two month on sale will work against it as will the dual gender focus but I’m not a publisher and don’t have access to the research they would have supporting their launch strategy. What the market does not need is another Life – the ABC title.
I only hope that having Kath & Kim on the front cover is no reflection for the future viability of the magazine. My word is that Kath & Kim are getting smashed in the rating and viewers are leaving in droves. I hope i am wrong
Vaughan