Can the Magazine Model work for Television?
Recently, magazine and newspaper publishing companies are branching out of the box. They’ve begun offering their subscribers more and more incentives to remain loyal to their favorite publications by giving them the ability to access it across a range of platforms.
Time Warner CEO Jeff Bewkes is hoping to mimic the “TV Everywhere” model with their publications. The intention is to entice their subscribers with a new offering of instant access to their programs, and now their magazines, such as Time, People and Sports Illustrated via a variety of distribution channels. This concept gives loyal subscribers the ability to access online content via tablet devices for no additional costs.
By offering readers access to their content at any time on any device (or material), not only is the company giving readers an extra avenue for their reading, but they are also launching an exciting opportunity to develop a new business model and test the waters a bit. And who better to do this with than their loyal customer base. By providing them the opportunity to access media in the channel of their choice, Time Warner can help continue to grow their loyalty and create brand advocates.
This is yet another example of precision marketing at its best. This personal choice is no doubt appreciated by consumers, who may find it easier to read some articles digitally and others in print. In this busy word, there’s definitely a time and place for both!
Category: From the Desk of...
