Universal Magazines has announced a promotion giving away 1 million digital magazine editions in pursuit of growth in sales of print editions of their titles as Associate Publisher Emma Perera explains in the press release:
Early trials showed that digital can be used to promote brands and then lead the customer to subsequent purchase of editions via direct mail or retail. When we present offers to digitally-acquired customers they are just as likely to order print, as they are digital, if they like the product. We have run digital promotions that have given us a sales spike at retail – it’s just a question of uncovering the customer and making them aware of your product, or rewarding their retail purchase with digital incentives.