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).

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!”