WHY MAGAZINE SEES SUCCESS
By Adnews Staff
The publishers of why magazine had a pleasant surprise at newsstands. The first issue of the new magazine was released June 1, with 4,500 copies of an initial print run of 56,000 going to retailers. The publication sold out at several locations and another 1,000 copies were sent out when vendors asked for more. This was in an industry where publishers usually see 50% of copies returned returned, says a release from why. Besides mailing out 50,000 copies, the publishers launched a subscription drive which is bringing in 20 subscribers a day, says a release. The magazine is geared to achievement-oriented men and women aged 30-45, with an average household incomes of $100,000 or more. It focuses on people's search to find deeper meaning in life, which influences their spending patterns, according to the publisher. Orly Sibilia, why's publisher and president, spent a year researching the demographic and psychographic profile of her target market, and created a mailing list of 150,000 Toronto residents. She used this list to develop a marketing plan that included direct mail, outdoor and radio advertising, along with telemarketing and public relations. The campaign was created by The Metrick System in Toronto.