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Well, of course, the answer lies in the marketing policy of the magazine itself. No use giving everyone a freebie because then there'd be no way of gauging how successful it'd been in drumming up extra sales. In other words, it's a controlled experiment. In this case, flat sales of Prime in Manchester, coupled with strong sales in Wales, would indicate that the gift had done the trick, and this type of strategy is vital for magazines as more and more titles crowd the racks. Just looking round the newsagents this week, you'll find one magazine giving away a book worth six ninety-nine, when the magazine itself only costs two ninety-nine. And it doesn't stop there. One rival is offering a CD, another a calculator. And so it goes on. You know, it really is a 'readers' market at the moment. |
