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Interactivity
Gone are the days of receiving a magazine in your mailbox, flipping through it during the evening and retiring it to the coffee table. Magazines are growing to understand that to be truly successful and achieve the status of a need as opposed to a want, they must become more interactive than they have been in the past. As I reported two weeks ago, the sex magazines have moved to include DVDs as a part of their content to make the experience more all-inclusive for their readers.
This trend is not limited to that one category however. Over the last two months I have seen three launches that have looked toward bundled content for increased interactivity. Women's Health & Fitness DVD, Guitar DVD and Total Sudoku Collection take you from their pages to their websites, from their pages to their DVDs and even from their pages to your own handheld Sudoku game.
It is not enough anymore to simply give our readers a page to read. In keeping with advances in technology and the ever-changing desires of our audience, we must not be a static industry. While our readers flip through our pages we must also give them a DVD to watch, a game to play, a website to visit or whatever it is that will enhance their magazine experience. If we are to create a consistent, pleased readership we have no other choice. |
