On Franchise Issues
An analysis of publishers’ statements filed with Audit Bureau of Circulations revealed that while some franchise issues, like the Sports Illustrated Swimsuit issue, are wildly popular with consumers, others are not.
But that shouldn’t de-value the importance of special magazine issues. There’s a great many people who each year look forward to People magazine’s 100 Most Beautiful People list, as well as Forbes annual Investment Guide. Instead, magazines should look for ways to tweak their formula to meet the needs of the consumer.
Or, even better, publishers should do what Forbes is doing, making its annual lists of Billionaires, Most Powerful Celebrities, Top Companies to Work For, etc., a true multimedia experience. Forbes realizes that there are a lot of people out there that just will not pay for news anymore. So rather than trying to beat them, they’ve joined them.
Whenever a special issue of Forbes comes out, it’s one of the top stories of the day highlighted by the search engine Yahoo. From the Yahoo story, readers can link to Forbes Web site where they can find even more articles and information on the special information contained in that franchise issue. And Forbes doesn’t just offer little teasers on its Web site of the articles featured in the print version of the franchise issue. Instead, it gives readers full magazine articles and original Web content that can either complement or be read in place of the magazine.
And the effort is working because even when the franchise issue doesn’t fly off the shelf, hits to Forbes’ Web site increase greatly during the week that the issue hits the stands. Using those metrics, Forbes can probably, if it hasn’t started to already, begin charging advertisers a premium to advertise on its site during peak traffic weeks such as those when its franchise issues come out.
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