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In our last two columns we discussed two sources of readers for magazines: subscribers and newsstand readers. In this column, we'll explore the characteristics of these two groups and explain why both are attractive.

Let's start with this basic idea: subscriptions and newsstand sales are complementary rather than cannibalizing sources of readers, because they attract very different kinds of qualified individuals.

What does a typical newsstand reader look like?
Newsstand readers like to browse. Their idea of a good time is rifling through all the magazines in one category, leafing through an article here, a cover there — whatever piques their interest. They're like the people who take one bite out of each chocolate in the candy box.

Generally, newsstand buyers tend to be more value-driven than price-sensitive, which allows circulators to charge as much as 80 percent more for a single issue of the magazine than subscribers pay. Unfortunately, it is also true that newsstand buyers' loyalty only extends as far as one issue's editorial content. Yes, they know your magazine's title and will make it part of their browsing party, but if something “better” attracts their attention they switch so fast your head will spin. That's the bad news.

Of course, the good news is we've got a fair shot at getting their attention again next issue or the issue thereafter.

Newsstand readership is valuable to advertisers because it enables them to reach a highly motivated audience that went through considerable effort to find and select the exact issue they want to read.

How does this strange creature differ from the subscriber?
Subscribers are creatures of habit. Going to Barnes & Noble and shuffling through racks and racks of mostly untried magazines that may not be around next year is their idea of a nightmare.

Subscribers tend to be very brand conscious. They recognize that the magazines they subscribe to stand not only for a certain quality but also for a unique tone. They expect that magazine to filter information for them and provide them with what they want month after month. That's why they subscribe. Subscribers trust the editorial product that appears in their mailbox issue after issue.

Advertisers benefit from subscription-based readership for two reasons. First, their message is part of a forum that is perceived positively. Secondly, the loyalty of the readership allows advertisers to build brands through repeated messaging.

So, is one better than the other?
That, of course, is the $64,000 question. Let's face it, not every magazine lends itself to both newsstand and subscription-based readership. Trade magazines, for instance, are unlikely to have a significant newsstand presence — which, of course, is a reflection of their highly targeted editorial, not their value. It's fair to say, however, that when a magazine has both types of readership, it's good to keep in mind how they interact to bring you the buyers you are looking for.

Mike Popalardo and Thea Selby
info@mktgsf.com

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