Tote bags are the most popular free gift in magazine marketing departments based on the number we have seen this year. I have lost count of how many have been on offer this year. On Monday, the new issues of Real Living and Bazaar came in, each with, yes, tote bags. We already have a couple of other magazines in-store with tote bags as gifts. This makes the gift less special and therefore less like to drive incremental sales. It certainly makes the exclusive claim some publishers make questionable.
While I appreciate that publishers need to find gifts which fit their budget while connecting with their demographic, I would have thought that there were more options available than constant stream of tote bags we see.
Mark,
You talk to the publishers more than most, do they really think that placing mags in bags so customers cannot browse them increases sales?
Our customers complain deluxe that they cannot see what is in the current issue and are fed up with the “free” stuff they they don’t really want. It all seems like the publishers have no faith in their own products.
I’m starting to put bagged magazines down low on the shelves so the top two thirds look neat.
The items contained in them like umbrellas and decks of cards don’t sit easily and fall over.
I think it would be alright if they all did it month on month off. The magazines would look really good not covered in plastic.
Mark,
I prefer the tote bags to the mascara! How any of those have we had this year?
It’s eliminated my partners purchases of make-up, she has about two draws full of the stuff!!!