Publisher starts ‘reader clubs’ for magazine subscribers
A magazine publisher is launching a series of free reader loyalty clubs for subscribers to its women’s titles to build reader engagement.
Publisher Hachette Filipacchi says the clubs will be open to subscribers of Red, Elle, Elle Decoration and Psychologies. Readers will get rewards such as film screenings, discounts and shopping events, which will be exclusive to each title.
Five partner brands have been selected for the schemes – Reiss, Picturehouse Cinemas, Hotel du Vin & Malmaison Hotels, Café Rouge and Nails Inc.
Monthly partners will also be selected, with clothing retailer The White Company and beauty website Wahanda.com signed up for February.
The clubs are similar to the Times + membership scheme launched by The Times and the Sunday Times in October. These cost £50 a year and give readers special offers and access to exclusive events.
That move built on the Sunday Times’ arts and entertainment programme Culture+, a complimentary loyalty service offering events tickets and discounts to subscribers, which attracted more than 100,000 members.
The Hachette loyalty activity is being managed by Cocktail Marketing, a brand loyalty partnership marketing agency.
The membership clubs will be hosted online within the title websites, and will be supported by an integrated marketing campaign.
Tamsin Larcombe, head of subscription & direct marketing says: “The loyalty strategy is a key priority for us in 2010, as not only will it offer added value to our loyal customers, but it will also help deepen reader engagement levels and improve our understanding of customer preferences.”