I just received the latest issue of the USPS’ Deliver magazine and there was an interesting article on Marketing with Magalogs with examples from mark (a division of Avon) and Zappos and how they use magalogs.
A magalog is just what you might think it is a magazine/catalog. The format isn’t meant to be a vehicle for messaging pushing via content, but a way to provide knowledge, expertise and creativity that is focused on the reader’s lifestyle, just like any other magazine, that hopefully inspires people to also look at the catalog section.
What was most interesting about the article were the findings from a Custom Publishing Council poll, which showed that consumers are increasingly attracted to these marketing methods because they include useful information:
- 68% say it helps them make better purchasing decisions when companies provide product information through custom publications.
- 78% don’t mind sponsors selling their products and services through custom publications – as long as the information is interesting.
- 74% say getting information from an interesting collection of articles is more appealing than getting information from ads.
- 59% read print custom publications, whereas only 36 percent look through electronic custom publications.
The mark magalog reaches 7 million readers, a number higher than most national magazines.
If budget wasn’t an issue, a magalog (hopefully one that also includes content from contributors outside of the brand) could potentially be a great way to connect with customers.
What do you think? Would you consider a magalog? Are you already marketing with a magalog?