Magazine publishers seem to be addicted to giveaways. Just about every day newsagents receive a new issue with some promotional product attached to the cover or in a sealed bag with the magazine. The marketplace is so cluttered that these giveaways no longer represent special value. They are the norm. In fact, in many cases they get in the way of a purchase since sealing the magazine in a bag either stops it being browsed or leads to the bag being opened and damage done. Take a look at Who this week and OK! Australia this month. Both have the same coffee sachet. A rip on the sachet and you lost four or five magazines with damage.
New Woman has upped the ante this month with its umbrella giveaway. It’s walking out the door. The challenge was stacking the product when it arrived – another problem for retailers with chunky giveaway product on magazine covers.
GQ is a problem this month with the American Crew grooming products. Newsagents can only fit one copy in a pocket and when you stack them flat they fall everywhere. The problem is compounded when you have fifty or more titles on sale at any one time with giveaway product attached.
Magazine publishers chasing a point of difference might consider breaking their addiction to giveaways and focusing on their product. I know retailers would be happier.