I was at my local BP petrol outlet last night and noticed a promotion for Women’s Health, the new magazine from Pacific Magazines which launches today. The deal was a free sampler of a couple of articles from the magazine if I buy a bottle of water.
The lack of knowledge by the employee behind the counter about the new magazine and the co-promotion with water meant the campaign was a dud where I live. I was surprised to see the new title being promoted in the BP outlet given their poor commitment to magazines.
I am not aware of the sampler offer being put through newsagents. If it ran in petrol outlets I’d be most disappointed. Newsagents are well placed to talk up magazine launches. We are the ones who will invest plenty of real-estate promoting the title today and for this week.
Publishers suck up to newsagents telling them how great they are and that Australia needs the magazine specialist retailers. Sometimes, their marketing decisions tell us otherwise.