Thursday, April 29, 2010

Taking the gloves off in the outdoor magazine publishing sector

Circulators generally take the high road in their  promotion and emphasize their magazine's strengths and reader benefits rather than knocking the competition. 
But apparently, the gloves are off in the "hook & bullet" sector, judging by a recent subscription pitch from Ontario Out of Doors magazine (published by the Ontario Federation of Anglers and Hunters). 
Clearly referring to the recent decision by competitor Outdoor Canada (published by Quarto Communications) to publish six times a year instead of 8, the OOD insert, signed by publisher Mike Reader, makes much of the fact that OOD publishes 10 issues a year. But -- without specifically naming its competitor -- it goes further.
"How does a national magazine expect to cover a year of fishing and hunting with 40% less of the issues delivered by your Ontario Out of Doors?
Ontario Out of Doors magazine has always taken pride in being the only outdoors magazine in Canada to offer 10 issues a year, including the Fishing and Hunting Annuals."
 And it goes further still:
Ontario Out of Doors magazine promises that:
  • we will never get soft on fishing and hunting content;
  • we will never deliver a skimpy-thin issue;
  • we will continue to deliver 10 issues as part of your hard-earned subscriptions dollars
Is this fair game and good business? Or an unsubtle departure from custom?
(By the way, Outdoor Canada sells 6 issues for $23.70; Ontario Out of Doors sells 10 issues for $24.50.)

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6 Comments:

Anonymous Anonymous said...

I doubt Quarto will take the gloves off and reciprocate with something equally tawdry. They're too classy for such bush-league tactics.

5:12 pm  
Anonymous Icall B. Ess said...

this is garbage talk. how does frequency have anything to do with quality of content? also, i looked on the newsstand last night and the may ontario outdoors magazine had 76 pages. the may outdoor canada had 84. who's skimpy?

9:00 am  
Anonymous Anonymous said...

These handouts are usually put together by publishers/ad reps/marketing people and not the creative staff (hopefully).
But in today's economy you need to differentiate yourself from the competition... it is a jungle out there.

1:19 pm  
Anonymous Anonymous said...

It's a jungle out there, but you still don't make up horseshit about the competition.

2:27 pm  
Anonymous outdoor reader said...

i'd like to see the low road taken more often, its makes blogs and comments more interesting. content... oh yeah that stuff. meh!

8:31 pm  
Anonymous Scott Robinson said...

The sad commentary on this issue comes down to the simple fact that "both" publications have been involved in mud slinging, politics and posturing etc for some 3 decades....and with numerous ownership changes through the years.

What they fail or seem to fail in realizing is that they are two different animals.
OOD is regional while OC is national.
OOD gets to deal in the Ontario market while OC needs to cover the national stage....this makes a huge difference for both readers and advertisers.

Someone doesn't even seem to realize that those advertisers don't like to hear about "competitor bashing". When a sales person continually references their competitor they don't realize that the door is now open for that advertiser to "consider" the (in this case) other publication when it may never have been on the radar.
These publications should want to see the advertising base grow for the benefit of both parties.
How about selling the merits of your publication/web site/ promotional opportunities....and maybe even engage your readers!
I am all for comparisons when warranted. But lets stick to facts that make sense. The number of issues produced wouldn't make me buy one over the other ....the timing of an issue may better fit the timing of a buy but that is it!

Sorry to hear about OOD taking this route. The publication, like OC, serves its audience well.

11:06 am  

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