With the holidays looming, everyone is aflutter making plans to work on initiatives that meet year-end goals and drive phenomenal holiday results. For many publishers, gifting of subscriptions has been a long-standing tradition, not to mention a key source of revenue. But gifting isn't the only driver of holiday sales for publishers.
Publishing has an ulterior motive. And that ulterior motive helps drive big money. Interested in knowing what a few of the secrets to success are? Keep reading.
Secret No. 1: Getting out gets people in. Publishing offers the reader a chance to escape and get away from it all. Despite all of the holiday buzz, there are still people who, for various reasons, just wish the holidays would end. For those people, having the opportunity to purchase a publication that allows them to escape into a world of gorgeous images and articles is a great route of escape. Many publication sales are sold to the intended reader.
Secret No. 2: Gift guides work overtime. If a publisher doesn't produce a standalone gift guide, in most cases they are producing gift recommendations inside current issues. Gift guides sell! For those people who love to look at a trusted expert (aka the editor of their favorite magazine), they will buy, and with digital magazines, they will buy right from the URL. The smartest publishers are doing affiliate sales through gift guide links, in addition to leveraging gift guides as an intro sell into a full subscription post holiday.
Secret No. 3: Impulse. People travel during the holidays and stand in a lot of lines. People need publications at their fingers while they are waiting and traveling. A secret to publishing success is offering people the ability to buy single issues immediately. It's an impulse buy. Digital makes this very easy- but this strategy is still effective even in print. Putting a single issue in front of where a customer is walking or standing can bring big bucks during the holidays.
If your holiday strategy doesn't include this variation on your thinking, and gets to the ulterior motive, you might just have unlocked a few ways to drive extra money to the bottom line and delight customers. Make sure you have a view of how your plans will play into people's hearts and minds this holiday season.
Present image on home page via Shutterstock.
Jeanniey Mullen is global executive vice president and chief marketing officer of Zinio, the world's foremost digital publishing products and services company, and home of the largest newsstand. She holds the same roles concurrently for VIVmag, the world's first exclusively digital luxury women's magazine. Renowned as a pioneer in e-mail marketing — the nascent stage of the digital marketing revolution — Mullen has employed her penchant for building active and engaged communities by architecting processes and systems for delivering exceptional customer service and relevant content across multiple media. She is widely credited for her pivotal role in ushering in a new era of digital marketing communications.
Founder and current executive director of the Email Experience Council, Jeanniey has broadened her reach to master the social, mobile, and digital publishing and advertising industries. Today, she brings this extensive experience to bear in her role as the public face of Zinio and VIVmag, defining and implementing strategies to build partnerships with publishers, brands, and consumers. These initiatives command monumental growth for both companies. She is an accomplished author with two books to her credit, as well as a regular columnist for ClickZ. Mullen is a frequent and highly sought-after speaker at digital marketing, e-tail, and publishing events around the world.
June 20, 2013
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