🤔 An interesting development
The office next door to me happens to be an ad sales team for a magazine
They print once a month, 3 magazines, each with 25-50k readers in the luxury lifestyle vertical.
There's no real way of proving that anyone actually reads it, they could easily just sit on coffee tables unopened
Yet they work with a blue-chip stack of luxury goods partners such as Rolex & Jaguar.
95% of deals are done via agencies, and most of them through long-standing relationships
This sustains a business of 40+ UK people (my guess, could be more)
What's the lesson here?
(a) The marketing budget would be 10x better spent in newsletters, even with branding KPIs.
Provable impressions, trackable attribution, personalised copy, and so on.
(b) The newsletter industry needs to be better at getting the attention of large legacy media agencies.
And I thought print was dead!
Congratulations on this achievement and your strong leadership!