Now You See It, Now You Don’t: National Geographic Traveler and the Vanishing Yellow BorderAugust 4, 2014
National Geographic Traveler, the number one selling travel magazine on the nation’s stands, wants to do even better… Enter the newest “test.” No, it is not the image, or the type, or even the price. National Geographic Traveler is testing the famous eternal trade-marked yellow border.
Three different covers are currently on the newsstands: one with a full yellow border, one with a fading yellow border (the norm for the last two years or so) and one with no yellow border.
Which one do you think will give NGT a sales lift on the newsstands? Let me know what you think, but first read what Keith Bellows, NGT, VP and Editor in Chief told me about this test:
“You really can’t assume that what worked on the newsstand a few years ago still does. We ‘re doing well– but can we do better? There are supposedly ‘rules’ for what does well on newsstands but rules don ‘t sell magazines. We are now testing every approach to see if we can get 5 percent smarter–and do 5 percent better. After 30 years of building covers for newsstand, I’ve learned four things–channel your readership and what you know them to want; trust your gut; factor in all the ‘science’ your circulation folks live by; and know that nothing is certain–particularly that you win or fail partly because of what your competition does…from color and lines to subject and approach. We have an iconic brand and are trying to figure out how best to leverage it.”
© Samir “Mr. Magazine™” Husni, 2014.
Mr. Magazine™ Launch Monitor: It Was A Jubilant July – With 77 New Titles – 22 With Frequency…
See each and every one of the new magazines’ crop. Click here to view.