Bringing your business to your customers
In a very competitive market, how does a ‘traditional’
business arrest a decline or even grow? Irish
women’s magazines have done well to survive over the past few years in the face
of declining ad revenue, competition from cheaper UK titles and the migration
of readers online. This article in The Irish Times tell us that the latest ABC
(Audit Bureau of Circulations) figures show that Image magazine achieved a +1%
growth.
For about 18 months now, Image has been staging very
high quality breakfast events – usually at The Marker hotel. They have a good networking session, great
speakers, a light but yummy breakfast and always a fab goody bag – with the
gift worth at least the cost of the ticket (€45) and often more! They also have invested in a really good
online offering – Image Daily. And of course, it always packs a good read.
I would love to hear the inside track on how Stellar
magazine, albeit from a low base, grew by 108%?! Well done to them!
While the Harmonia titles – Irish Tatler, U and Woman’s
Way - all declined, they actually have a similar readership to Image - Irish
Tatler 23,000, U 22,000 and Image 22,000. But as a media buyer says in this article, “While
the readership may be small, it’s loyal.” l Harmonia also hosts events but tend
to go for large scale events such as the Ultimate Girls Day Out and the Irish
Tatler Business Academy.
Malaysia Airlines “Bucket List” campaign
Yes, folks it’s true – Malaysia Airlines recently
launched a new campaign called, “My Ultimate Bucket List”. Despite losing two planes this year – one which
disappeared and one which was shot down over the Ukraine – they managed to come
up with this bizarrely named promotion. The
promotion asked customers which destination they would most like to visit and
are offering prizes of 12 return flights from Oz or New Zealand or one of 4
iPads. They have since changed the name
of the promotion.
Teenage Males more influenced by Celebrity
In this latest insight from Kantar Media TGI and
adworld.ie, we learn that there are 321,000 15-19 year olds in Ireland. I was surprised to see that teenage males are 3
times more likely to be influenced by a celebrity for purchasing decisions than
the average adult. 14% of these males
tend to buy products from companies that sponsor TV programmes.
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