Some people think that print magazines are a thing of the past. I don’t. I really enjoy print magazines and still prefer a print publication about subjects that interest me like marketing, speaking, success, etc.
Many magazines are struggling today because of a variety of reasons. Primarily, they don’t seem to have a real focus. They try to be all things to all people and that formula doesn’t work. Secondly, they don’t market themselves well.
Such is not the case with TownHall Magazine. Politics aside, this magazine impresses me with it’s laser focus and it’s marketing.
First of all, it caught my attention with a targeted Facebook ad asking me to vote in a straw poll for president. I clicked on the straw poll. I wouldn’t have clicked on “come look at our magazine” ad.
In order to vote, I had to submit my email and zip code – both valuable pieces of information for them in their continuing marketing efforts.
After I voted, it took me directly to a page where I had the option of going to their Facebook page or going to their actual website about the magazine.
Choosing to go to the actual website, I was presented with the option to subscribe and to watch a video.
The video was a terrific SHORT video with two people talking and a flip of their actual magazine. I’m not sure what technology was used but it was good and kept my interest going for the full 1:48 – not an easy thing to do.
The free gift with subscription was excellent because they were giving away nice hardbacks ($14-25 pricetag) with a $34.95 per year subscription offer. And, these books were totally perfect for this target audience. As we used to say in business school, they were giving away the razors to sell the razor blades (continuous consumption).
The corresponding Facebook Page is brilliant as well: dedicated to this specific focus – the straw poll, they preserved previous results by month, and the page does a great job of promoting the magazine.
So, what can your magazine – website, business, etc. – do that is directly related to your business that can generate additional traffic? What kind of “side promotion” – voting, promotion, etc. – can you do to get people to learn more about you without saying “Hey, come over here and learn more about me?”
I’d love to hear your thoughts.
Youtube video – intro to June 2011 issue:
Page that appears after voting: http://magazine.townhall.com/featured
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