Advertisers will be able to offer products directly to readers when Bauer Media launches The Edit, sample boxes that “reflect the essence” of the publisher's leading women's magazines that include Harper’s Bazaar, Cleo, Cosmopolitan, Dolly, and Elle.
Bauer has partnered with Chicane Marketing to create the sample promotions that will include a selection of “on-trend” lifestyle, beauty and fashion products available to readers each quarter.
Bauer Media’s director of media solutions, Simon Davies, said the company values “the tangible impact of sampling” and acknowledged the success the publisher has had with clients investing in “our existing sampling opportunities such as our Royal Show showbags, which reach over 100,000 reader’s nation-wide each year”.
“This is a great addition to our sales portfolio and another exciting way for our commercial partners to connect their product with Australian women,” Davies said.
Bauer's head of trade marketing and communications, Luke Robinson, said the in-home samples are “not an added value concept,” rather the advertisers will pay to be included.
Customers will need to pay in addition to their subscription, Robinson said, however pricing will not be available until the new year.
Initially, The Edit will only be available to subscribers of Bauer Media’s women’s titles and will give advertisers the opportunity to sample full-size products along with supporting marketing collateral such as vouchers, redemption codes or product catalogues.
“As Bauer Media’s sampling agency, we are thrilled to be a part of this new project. The Edit epitomises strategic product placement, with the activity’s premise based on connecting brands with loyal magazine readers who are actively seeking a sampling experience,” said Brendan Williams, director of Chicane Marketing.
In 2014, Pacific Magazines launched $25 subscription box, The Parcel, for Marie Claire, “a luxury box containing deluxe beauty samples chosen for you by our editors and delivered to your door four times a year”.
Earlier this year, Pacific Magazines was looking for further opportunities to extend its existing sampling boxes, with the publisher eyeing health and wellness titles.
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