We doubled our sales of the Christmas 2009 edition of Family Circle magazine compared to the same issue in 2008. Our success has been achieved through proactive engagement with and promotion of Family Circle on our part. We are thrilled with the result. It’s a terrific reward for the effort we invested in the title. We did this not because of the offer of a publisher reward or a demand but because we sensed that we could achieve a lot more from this title. We were right. The success shows what you can achieve through promotion and embracing change – moving the title around was key to our success.
There are some who are critical of the time I give magazines on this blog. While I see changes with the medium and am frustrated with the distribution model, magazines are currently the best channel-wide point of difference we have. This is why I aggressively manage the category. Results like what we have achieved with Family Circle show that the effort is paying off.