Australian Traveller is a terrific magazine. It’s Aussie made and focussed. It’s perfect for travellers and people who love travel.
This latest issue is a social media opportunity for here’s why: pitch this issue as a gift to post to overseas family and friends as a passive aggressive pitch for them to visit Australia.
Here’s the test I used:
Now here’s a perfect gift to mail to overseas family members who don’t visit you in Australia as often as you like. This special issue of Australian Traveller showcases some wonderful destinations in our beautiful country. It’s a perfect passive aggressive gift for Christmas, a bit of fun … which could also get them booking tickets to visit you!
And here’s the photo I used to accompany it.
Now maybe my words are not perfect, but they are different to what one might expect for a magazine pitch. I’ve tried to make it funny as that’s what tends to get engagement on social media.
I mean it, though – this issue is a perfect gift to send to family and friends overseas. It’s a well produced and inspiring ad for Australia, in the format of an indie magazine.
I think it’s important that newsagents who value magazines pitch specialty titles outside of their businesses. This is what I do, primarily for our Malvern business where magazine revenue is close to $500,00 a year – and it’s in the specialty magazine segments where we are seeing wonderful growth.
I have evidence of quirky social media posts attracting shoppers to the business.
Now, there will be some who say that the 25% GP we make from magazines is too low. It is, for sure. But try as we might, those who control the percentage are unlikely to change it for us. So, we have to make from this what we can, which in my own case is a volume story that aggregates valuable margin dollars to bank for the business.
Back to this issue of Australian Traveller magazine, I really do think it is a good give to send overseas. It’s a postable gift, which is a bonus.
If you have the title, pitch it on social media. Play with your own words. have fun.