Number #205 brings shoppingology. I borrowed the term from marketing guru Martin Lindstrom and his book Shoppingology, which tries to answer the questions of why we actually buy and how we make purchasing decisions. What are the psychological levers that make a trader sell and a buyer buy? Why, in principle, do two exactly the same products with the same functions cause completely different purchasing decisions in customers?
City Magazine in the chain of purchase decisions, it plays the role of an intermediary - i.e., the medium that, due to its design, is most suitable for content advertising, that advertising that subconsciously suggests to the buyer - buy me. Is that right? According to the business model, the function of the freebie cannot be different, but is aimed precisely at partnership with advertisers. This enables free media to survive and exist, and the possibility to try to bring positive and relaxed stories from its environment in addition to content with commercial and marketing connotations, which make the press such a very important medium. Important for the client, the advertiser, because it captures the buyer in a completely different state of content awareness. There are no distractions, no noise, no email or streaming video ads. The customer is caught by the ad during the time dedicated only to him, our magazine and a cup of coffee. Let's face it! In the press, each of us pays attention to the ad - 5 seconds - 10 seconds - enough and just enough for the ad to be imprinted in the subconscious. And it is this attention that has been proven by research abroad, big advertisers like it Coca-Cola, returns to print media. But in our country, everything goes a little slower and in a different reality. People in media agencies, however, often work against the flow of research and such findings, mainly due to the web of different interests. But that's a story for another time. For another column, on another paper and medium.
V in 2016 City Magazine is embarking on a brave and independent path, as the creators of the magazine have decided to take over the brand at personal risk and, with joint strengths and elements of social entrepreneurship, outline and pave a new path for our freebie. This remains unique on the market, the largest freebie in terms of number of copies and distribution locations. With the largest "lifestyle" online portal citymagazine.si, intended for both the female and male population, and new "lifestyle" projects hedonism.si, which will also see the light of day in print, but only in the middle of next year.
City Magazine thus entering the new year stronger than ever, with a new vision, renewed design and content strategy.
