Premiere Magazine Gets Smart About Marketing
�A lot of magazine companies are trying to put their houses in order,� says Kliger. �In the case of Premiere, we had to figure out just what the core readership was and how we could get more money from them.� Its solution was to raise the cover price from $3.50 to $3.99, and increase its introductory subscription price by 20%. As part of a new nine-point strategy, Premiere will also return to its larger trim size and it will get a more contemporary saddle stitched binding, along with eight more edit pages.
Hachette predicts the changes will likely mean the lost of a nearly a fifth of its readers, so it is decreasing its rate base by 100,000 to 500,000. �We got tired of trying to attract marginal readers,� explains Kliger. �This also allows us to set our long-term circulation strategy in a way that doesn�t make a priority the propping-up of a circulation level that is higher than it should be.�