From an advertising/marketing perspective, the mere change in size was enough to catch my eye so that I paused what I was doing, and took a closer look. I may not care about the content of the magazine, or even who is on the cover, but I was strongly tempted to purchase it only because it was unusual and different. I'd be interested to learn if such a change like this increases the magazine's sales.
Monday, July 14, 2008
Tiny Magazine
I was passing through the magazine aisle in Sainsbury's the other day when something caught my eye. It was the latest issue of Glamour magazine, only it was a smaller size. Though I'm a girl, I'm not a magazine junkie (I actually don't subscribe to any magazines), but the cute size of Glamour really made me want to purchase it. I had never seen anything like it. It was even in a plastic bag, as if it were a special treasure. When I noticed the price, and reminded myself that I am on a budget, I set it back on the shelf.
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I think this is a neat marketing strategy that Glamour has done. The smaller magazine makes it easier for a girl to carry it along in her purse. Then while she is on the Underground, she can catch up on the celebrity gossip and hottest fashion. (Side note: Have you noticed how all the locals on the Underground are prepared with reading material? I guessing this keeps them from awkwardly starring at the other passengers.) I saw a similar fashion magazine that included free gifts in each monthly issue. I was attracted to a floral tote that was plastic wrapped with the magazine, but I too could not get over the high price.
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