Special bonus rexblog feature

magazine news
<b>Special bonus rexblog feature:</b> Earlier today, <a href=”http://rexblog.com/2004/11/21#a4768″>I blogged</a> a report from a Bentonville, Ark., newspaper regarding the special customized cover and editorial section appearing in issues of <a href=”http://www.luckymag.com”>Lucky Magazine</a> sold in <a href=”http://www.walmart.com”>Wal-Mart</a>s. As the only “history of custom publishing” I can search is my memory, I’ve been trying to rack my brain to recall another instance in which a magazine has run such a special section that is <i>not</i> labeled an advertorial section and that is marketed on the newsstand with a cover-flap feature the place-of-purchase. I’m sure there are others, but the closest I can come is the way in which annual magazines that preview sports seasons (from Athlon and others) feature custom covers highlighting the local franchise. Yet this is a concept that uses the magazine’s cover to specifically promote the retailer in which the magazine is being sold…and includes an “editorial” section, produced by the editorial staff of the magazine, that features products found at the retailer.

Don’t get me wrong. I’m not suggesting that (in Lucky’s case, at least) there is any editorial integrity issues in question here. It’s Lucky Magazine, after all. It’s a bold move, I must say. And as I said in my previous post, I have my doubts about the ROI on such an effort, if, as implied in the article, there is no revenue beyond the incremental magazine units sold at Wal-Mart (if the numbers reported are correct).

But I had to go pick up a copy for myself. And, as a service to the seven readers of the rexblog, I scanned in the pages below so you can check out the Wal-Mart Lucky version for yourselves. Click on any image to enlarge.

<center><table border=0 width=300 align=center>
<tr><td><a href=”http://idisk.mac.com/rexhammock/Public/lucky1.jpg”><a href=”http://idisk.mac.com/rexhammock/Public/lucky2.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky1.jpg” width=140 height=200 border=0 alt=”cue”></a> <a href=”http://idisk.mac.com/rexhammock/Public/lucky2.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky2.jpg” width=145 height=200 border=0 alt=”cue”></a><br><center><a href=”http://idisk.mac.com/rexhammock/Public/lucky1.jpg”>Regular Lucky</a> (left) <a href=”http://idisk.mac.com/rexhammock/Public/lucky2.jpg”>Wal-Mart Lucky</a> (right)<br><br><i>(click either to enlarge)</i></center></a></td></tr></table>
<br><br><table border=0 width=600 align=center><tr><td><a href=”http://idisk.mac.com/rexhammock/Public/lucky3.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky3.jpg” width=140 height=200 border=0 alt=”cue”> </a> <a href=”http://idisk.mac.com/rexhammock/Public/lucky4.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky4.jpg” width=140 height=200 border=0 alt=”cue”> </a><a href=”http://idisk.mac.com/rexhammock/Public/lucky5.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky5.jpg” width=140 height=200 border=0 alt=”cue”></a> <a href=”http://idisk.mac.com/rexhammock/Public/lucky6.jpg”><img src=”http://idisk.mac.com/rexhammock/Public/lucky6.jpg” width=145 height=200 border=0 alt=”cue”></a><br><br>The four-page “Lucky Shops Wal-Mart Bonus Section”</center></a></td></tr></table></center>
Special bonus rexblog feature

  • Steve Kirks


    What about the shaft that subscribers get? Is this really any different than the newsstand vs. subscriber ploy that magazines have used for years?