Sunday, September 28, 2008

Occasional Loyalty

Here's an interesting example of how a media owner has been able to turn the idea of the occasional consumer to their advantage.

So yes, we've built a world of fickleness for ourselves, there's more choice for pretty much everything than the average person can ever navigate through in a lifetime. Still, most of us find brands and products we really like out there and loyalty today often means having a couple of favourites that we jostle between.

Same goes for mags and if you are a mag fan like me, there's probably a bunch of them out there that if money was no object you'd buy them all but instead you swap between a bunch of favourites each month (and no doubt the articles and covers have a bit part to play in all of that.)

Maghound is a US offering which has tapped into this idea. You buy a subscription with them for 3, 5, 7 or more mags each month and then you can switch between their 247 titles whenever you want... No being locked into any particular mag for a year, you can indulge your love for variety and have it all delivered to your door. like it!

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