Available on newsstands, not on the web

Basically, you download software, use a camera to scan the codes strategically placed throughout the magazine and it initiates an online experience.

Newspapers and magazines are struggling.  Murdoch is in the news with his intent to sell news content and maybe even remove his listings from Google.  Neither tactic is new, neither has yet proven successful.

Online advertising is not as profitable as the newsstand sales lost is the issue, more or less.  The old established industry has too much capital and intellectual property invested in the old ways.  The innovators are capitalising on the opportunities.  Change is the order of the day.

So, instead of trying to raise revenue (i.e. value) from its online content, Esquire is leveraging the technology and adding online value to its newsstand publication, with the hope of increasing sales.

How is this an improvement on the CD stuck to the cover with industrial snot?

1. Web interface means content can be changed, regularly updated to maintain a customer’s interest.
2. Unlike a cd with web links, there is no alternative, its is an engagement, and all the metrics that go with it.
3. It’s customisable, configurable and personalisable.  It brings all the good things about web accountablity and measurement to analogue publication.

The promo will pass or fail based upon the quality of the content, user experience and marketing sensitivity.  There are a few mechanical hurdles to overcome to participate, and that is the greatest weakness.
It also makes me think of different models where you might be able to sell “tickets”, or pass out secret “pass keys” as part of a promotion…
Jump to the Esquire video demo of the magazine:

Video - Esquire

Tags: Strategy, Marketing //