Is it free booklet season for magazine publishers right now? It sure feels like it. There are plenty of magazines with free booklets stuck on the cover or wrapped around the cover. Some of the booklets offer genuine value while others are a waste of paper. I have two concerns: that the number of these free booklets is such that feeling of added value is diminished and that the booklets are now newsagency magazine fixturing friendly.
Customers who browse a magazine with a booklet stuck on the cover push it back into the magazine pocket. The booklet catches onto product already in the pocket and buckles or tears. We are left with a damaged product and frustrated customers who see this when they take a magazine out of the pocket.
What is the answer? For the best shopper experience, we need a magazine which is self contained – everything inside the covers and not bulging with more free gifts.
It really comes down to publishers producing compelling and enticing magazines which perform well on the basis of the product itself.
the more they stick those little garbage on the front cover, the more they will get returns. don’t they know if they get damage easily ? CUSTOMERS WON’T BUY IF THOSE FREE GARBAGE TEAR OR LOST.
ALSO PLEASE STICK CD/DVD INSIDE THE MAGS NOT ON THE FRONT COVER!!!!
why these publishers never learn anything all these years.
HALO! IF YOU ARE READING THESE PUBLISHERS!!!!!
at least we didn’t receive any magazines with beanies this month!