I understand the value of a good gift with a magazine to help drive sales. It is especially useful in drawing attention to one title over a competitor. Sometimes, the gifts all look the same (even if they are different), thereby losing the point of difference factor in driving sales of one title over another.
With the gifts associated wit the current issues of Madison, InStyle and Harper’s Bazaar all looking the same I wonder what shoppers think. Of course, publishers can’t co-ordinate gifts, I understand that. When we encounter what we have today on the shelves we try and separate the titles – if space permits.
I want the sales lift a good gift can bring.