Co-written by Megan Manning & Kara Batt
We just got our hands on MRI’s 2012 magazine sales numbers, and while the data initially read as a bunch of numbers on a spreadsheet, a closer look gave us insight into the advertising industry.
Even though access to print and digital magazine content was easier than ever in 2012, most publications closed their fiscal year on the clearance rack.
True to its nature, the fashion and beauty magazine category ignored the status quo and set its own trend, creating innovative and lucrative products that drove them to close their fiscal year with a 7.3% YOY increase in gross revenue. So how did so many luxury fashion and beauty pubs succeed in a down economy as others failed to keep up? We have a few ideas on how marketing stole the show…
Marketing Is Runway Ready
This is when the creative wheels start spinning and smart marketing comes into play. Advertising sales become the game of who can offer the most innovative, “never-been-done-before” idea for the most value.
The pressure is on for marketing managers, like ourselves, to develop creative programs and unique ideas that increase magazine sales and overall reach. When we saw the MRI numbers, we took a step back to learn from the industry and how they are innovating their print publications into multi-platform programs to attract the new “digital era” reader.
Here’s your all-access VIP pass….
VIP: Very Integrated Programs
Among the titles in the fashion/beauty industry, there were numerous innovative approaches that strengthened their business and increased ROI in 2012, but these stole the show:
Harper’s BAZAAR’s ShopBAZAAR:
What is it?
A website and mobile app with enhanced “shoppable” pages that offer new interactive opportunities for advertising and retail reader engagement.
ShopBAZAAR allows readers to engage with content beyond the pages of the magazine in a shopping environment! The ads are not just paving the path to purchase but actually executing the purchase on the spot.
Allure’s Sponsored “Beauty Blogger Awards”
What is it?
A sponsorable program that recognizes the best and most popular beauty and lifestyle bloggers Allure readers turn to on a regular basis.
This is a win-win program. Allure unites with the beauty bloggers that they often compete with for valuable reader engagement. Readers are able to connect with their favorite bloggers and favorite publication to get their fix of must-have beauty advice.
Marie Claire’s Backstage Beauty Trends iPad App
What is it?
An interactive beauty app that uses digital technologies to engage users.
Readers can virtually interact with beauty editorial by digitally trying out various products, beauty trends and more.
InStyle’s Celebrity-focused Social Media Campaigns
What is it?
Celebrity social media pushes on Twitter, Facebook, Pinterest and Instagram.
These campaigns allow readers to access new and fresh celebrity content via social media, which makes the InStyle brand even more relevant and accessible for readers in real time and on the go.
As publications expand their reach into a still-evolving digital environment, they are opening the doors for readers to interact with advertisers and editorial content outside the pages of the magazine, an expansion that has proved lucrative for fashion and beauty titles.
Should all publications take a page out of the fashion and beauty books? How would you sell with style?