“Cutting” the hand that feeds you…August 28, 2007
What if you were to buy a magazine on the newsstand and the price you pay for that magazine is considered by the publisher to be the price for a subscription? Nothing more, nothing less…not even the cost of a postage stamp. The cover price you’ve just paid for the magazine is all the money you are going to spend on that magazine for the rest of the year. There will be no need for you to return to the newsstand to buy another issue of the magazine. Your $3.99 or $5.99 has earned you a year’s subscription. Is this a smart marketing gimmick or another slap in the face of selling magazines on the newsstands? The three featured magazines above are just doing that. Buy them once on the stands and they love you so much that they will continue to send the magazines to you for a whole year. This is yet another example of the blind race toward counting customers rather than finding customers that count. I have said it before and I will say it again, the only solution for the ills of the magazine industry is to start moving toward becoming a circulation-driven industry and not an advertising-only- driven industry. In the business of customers who count, giving away free subscriptions just because someone buys one issue, is the wrong direction. Look at the above examples and judge for yourself. It seems to me that we are not “biting” the hand that feeds us, but actually “cutting” it off.