Monday, October 29, 2007

Give aways with magazines

Read an interesting article about how the magazine business in Sweden is slowly creating an environment of disloyalty for one time buyers. What this means is that a consumer will buy the latest edition of Elle or Glamour based on what is the give away for the month – i.e. eyeliner, make-up case, book, CD, etc. While waiting at the check-out stand, a consumer is encouraged to impulsively make a purchase. I don’t think that give aways is unique for the magazine business – all consumers are interested in freebies. What do the people who regularly subscribe get for their loyalty?

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