Whoever is responsible for the packaging of the latest issue of Hair Now must not know much about how customers buy their magazines. It’s all about browsing folks. To browse, customers need to be able to open the package. Sealing the magazine in a plastic bag is nuts. To see this in a sea of magazines makes it stand out and look like an adult title.
While I was wondering what do do, a customer picked up a copy off the shelf, looked at the plastic and dropped it. I asked her about the magazine and she explained that she’s not going to buy it unless she can see the magazine. I am surprised that the people at Hair Now don’t get that.
Suprised? Im suprised your still suprised that publishers do stupid things like this!
It highlights the need for better channels between retailers and publishers, minus the distributor acting as the interpretor. A ongoing communication/feedback program could be very beneficial to both parties.
I must admit that that is a very stupid way to market a product. Now the consumer will get a whole heap of pages that they will have to take your word for and buy before browsing.
Another method that is just as good is to have a sleeve made into the main issue so that other issues can be tucked into the sleeve allowing the consumer to browse while still keeping the back copies intact.