"Content sells"
CP expert Manfred Hasenbeck* on magalogs as an industry trend.
CP expert Manfred Hasenbeck* on magalogs as an industry trend.WW Mr. Hasenbeck, is the magalog bringing together what has always belonged together: commercial and journalistic communication? From a marketing perspective, magalogs are an ingenious means of differentiating the classic catalog to suit the target group. In the past, they were brickets weighing several kilos that worked according to the "eat bird or die" principle. To date, differentiation in the mail order business, which is driving this development, has only taken place at the price level. Today, on the other hand, more and more companies are grasping the motto "content sells", according to which our company designed the Eduscho magazine back in 2001.
If storytelling is the sales imperative of the hour, many companies will soon be publishing premium journalistic products - putting publishers under pressure.
Ads are no longer enough to build or strengthen a brand. The same applies to TV commercials and mailings. But catalog sales are also stagnating. This is why the sales departments of retailers are increasingly thinking about repositioning their products. The embedding of products in living environments and their emotional charge through narrative dramaturgies is further blurring the boundaries between customer and consumer magazines.
The Globus Magalogs are partially refinanced by third-party advertisements. Is this a general trend?
Shangai is a prime example of how dream worlds can be built. However, its financing model will not become a megatrend. Companies with a clearly defined communication objective do not want to dilute their magazine with third-party advertisements.
* Hasenbeck is Chairman of the Corporate Publishing Forum and Managing Director of Munich-based Burda Yukom GmbH.
(oc)
If storytelling is the sales imperative of the hour, many companies will soon be publishing premium journalistic products - putting publishers under pressure.
Ads are no longer enough to build or strengthen a brand. The same applies to TV commercials and mailings. But catalog sales are also stagnating. This is why the sales departments of retailers are increasingly thinking about repositioning their products. The embedding of products in living environments and their emotional charge through narrative dramaturgies is further blurring the boundaries between customer and consumer magazines.
The Globus Magalogs are partially refinanced by third-party advertisements. Is this a general trend?
Shangai is a prime example of how dream worlds can be built. However, its financing model will not become a megatrend. Companies with a clearly defined communication objective do not want to dilute their magazine with third-party advertisements.
* Hasenbeck is Chairman of the Corporate Publishing Forum and Managing Director of Munich-based Burda Yukom GmbH.
(oc)
