Some subscribers of four Hearst magazines will soon get perfume samples in an apparently new fashion for the industry: via sample vials of Marc Jacobs Daisy and Daisy Eau So Fresh.
The two-and-a-half milliliter tubes will come poly-bagged to 100,000 copies of the November issues of Elle, Cosmopolitan, Marie Claire and Seventeen, for a total of 400,000 subscribers, according to Hearst Magazines. Affixing sample-size bottles of perfume to magazines is believed to be a first. "The technology just didn't exist," said Michael Clinton, president-marketing and publishing director of Hearst Magazines.
For magazine publishers, it could serve as yet another way to attract dollars from beauty advertisers, which has been among a handful of persistent bright spots for the industry. In the first half of 2013, the number of ad pages for toiletries and cosmetics climbed 3.3% industry wide while ad pages as a whole declined, the Publishers Information Bureau said.
"Until you get a scratch and sniff on your smartphone, magazine media has a unique selling proposition to allow samples," Mr. Clinton said. "This gives our medium an even bigger play into beauty advertising -- a big growth category and probably one of the biggest categories in the magazine marketplace."
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