Pacific Magazines is extending its sampling box The Parcel to its male audience through its recently launched Marie Claire's men's supplement, Marie Claire Man, as it looks to bolster ad revenue with alternative channels.
The men's sampling offering will go out twice a year and will be timed with the magazine supplement in March 2015 and again in September.
Susie Hogan marketing director for Marie Claire and corporate projects told AdNews that the success of the first men's supplement, as well as the take up of the magazine's first sampling box for women's mag Marie Claire spurred this offering.
“We've had such great success with this first box and we know what we need to do to continue this success. There's such a demand for it,” she said.
“The Marie Claire men's supplement received such great feedback from not only consumers but from advertisers and we are going to evolve in that space with the Marie Claire man box.”
Subscription sampling boxes are gaining momentum in Australia with other publishers also entering the space in order to diversify revenue streams. Fairfax Media through its Allure Media arm recently bought into sampling service Bella Box.
The publisher's sampling box aimed at teenage girls under its Girlfriend Magazine brand launches this week, with Hogan telling AdNews that already over 1000 people have pre-registered their interest for the box.
“This is before we've even launched our major marketing for Girlfriend, so this is from people going to The Parcel website to sign up and seeing the registration for the Girlfriend box, it's amazing,” she said.
So far just one Parcel box has been released into the market, however, Hogan said advertisers are already starting to incorporate the offering into their 2015 advertising plans.
“I feel this success is because like magazines we are offering very targeted market segments via the individual masthead,” she said. “This, coupled with the editorial curation of the products in each box delivers a very powerful authoritative halo that advertisers really value.”
The summer edit which will be sent out in December is already full and the autumn edit for March 2015 is almost complete,” Hogan said.
While Hogan wouldn't be drawn on further brand extensions and revenue models coming to market she did highlight that,“we also are exploring many options across our portfolio and further announcements will be made in early 2015.”
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