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?
Would definitely consider one. Tried a similar approach on the Web for a retail client, but legal circumstances changed in the middle of the project, which made the strategy moot. I’d love to see some hard results, though.
Great stuff, Beth. Considering using the magalog as a marketing strategy is a very promising one.
Cam, SGA, I really like the idea of magalog too, but (as you both know) to implement it properly time, budget and staff are major considerations…just ask any published magazine. And I would think it would take time for readers to realize it’s value (i.e. they anticipate its delivery each month). My only point in stating that is because I know how marketers jump from tactic to tactic looking for the one that sticks.
With resources limited in this economy, couldn’t this concept be done entirely online? I would think so… Perhaps the writing would come under a bit of scrutiny being in ‘blog’ format (ie ghost writing vs. a ‘real’ person who respresents the organizations). It would, however, take time to build up that base of readers who trust the brand/organization and want to have a relationship with them.
Which brings me to social media. What if this concept was implemented as a blog/catalog? A blogalog?? LOL!
I see a magalog (or blogalog) working fantastically for companies like Walmart (an 11 Moms magalog, perhaps?), Home Depot or Lowes, or maybe even Land’s End…they have an established catalog, how about adding some content?
As a designer who runs the MagologGuy.com site, I guess it’s pretty clear where I stand on them.
Clients invest a lot of time/money on them and they wouldn’t bother if it wasn’t working for them. (That involves the copywriter, designer, printer, mailing.)
The biggest jump in interest I’ve seen is with consultants looking to dip their toes in the magalog process. Just wrote about that on my blog today.
It’s certainly not for everyone, but when they work, the payoff is usually pretty big.
Its modern use might be new, but the general concept isn’t. Marshall Field’s Department store published a semi-monthly magazine called Fashions of the Hour starting in 1914 that we could today definitely call a magalog. At least, it fits the definition you just laid out.
It was a large-format publication with elegant commissioned illustrations by top illustrators on the cover. Inside were helpful articles for the store’s targetted high-brow clientele: features on the upcoming theatrical and symphony seasons, tips for packing when traveling abroad, etc. Interspersed with these were product-focused articles: drawings and descriptions of newly arrived women’s spring dresses, etc, recommendations for hairstyles that go with certain hats.
So, yes, it had advertisements for products. But the focus was more on providing service and building a connection between the store and individual customers. What impresses me about it is that it helped the store solidify its image as a place that cared just as much about providing service to customers as it did about making sales.
The high editorial content also made it more likely that customers would save it, share it, and pass it on. Which, of course, increased its value to the store.
Over time, sadly, the magazine lost most of its editorial content. By the 1970s, the name remained but it was basically just a catalog.
Still, it’s interesting to know that concepts such as these aren’t altogether new, even if earlier businesses would never have known to call it a “magalog!”
We started off with something like a magalog…but we switched to using our online presence more for article writing on various blogs and our catalog only contains our goodies!
About a year ago we started our own blog with three things in mind:
~ inform the consumer
~ build SEO/web presence
~ promot the expertise/products of our comany
Would this be a blogalog (as Beth calls it)?
When I first heard about magalogs (or at least that’s the first time my interest was piqued enough to remember, lol) a month or two ago, I was intrigued but unsure as to how that could help a flooring retailer. But now as I’m learning more about them, I’m reminding myself that I thought similarly about Facebook/YouTube.
Plus, I would appreciate businesses telling me WHY their product/service is so great. I reguarlly grab magazines/catolauges/etc for quick reads; usually just a quick scan (15-20mins), but sometimes an article or two will grab my attention for longer.
Also, for us we’ve found an informed consumer is our friend. With so many misconceptions out there about flooring, it is easy for consumers to get led awry & they end up paying the consequences.
So enough said, the creative guices are now flowing & I’m pulling together some ideas to give to the boss. Most likely our ‘magalog’ efforts will start in the digital realm.
Note: we are a small business (3rd generation family business with about 40 employees to be exact). & I’m a one woman marketing team (except when I’m able to recruit help here & there, lol).