Back to school season is here! And if you have a beauty, fashion, luxury or educational magazine or catalog, you should be ready to make September your biggest month, ever.
Earlier this month Vogue’s UK September issue reported the highest revenue in five years. This week, Elle magazine is celebrating their September issue as their largest in the history of the magazine. Kevin O’Malley, senior VP, publisher and chief revenue officer at Elle told CNBC that September is a big deal in any of these fields:
"September really becomes an important metric mostly because so many of our core advertisers in the fashion beauty space, that’s when they’re launching a lot of new products or new collections… And the designers tend to emphasize that because of course it carries right through the important holiday shopping season."
The big name brands aren’t the only ones taking advantage of the season to get their products into the hands of students, moms, and fashion divas everywhere.
Take SteinMart’s catalog. This catalog features fall fashions and home decorations and everything a college freshman might need for bedding in a new dorm room. Because it is digital, the catalog can be quickly distributed to SteinMart’s members, or passed along via email or social media. Anxious moms everywhere can share their kid’s comforter choice (or the sweater they’re wearing for move-in day) with a click of a button.
Beauty LaunchPad and Style Source magazines are also taking advantage of the fall rush by showing off their designers’ new lines. Style Source, with their focus on celebrities, entertainment and hairdryers, tosses in last minute ideas for end-of-summer style. Beauty LaunchPad takes advantage of the growing mobile audience by having a native branded iOS app. Their readers can flip through pages of hair, makeup and nail products while at the salon, standing in line for a coffee, or relaxing at home.
Of course teachers are anticipating the new school year as well. They may turn to resources such as Scholastic Administrator for updates on how other teachers and districts are preparing for the next year’s assessments and advancements. The digital format means they can pull up the magazine in the classroom or in their homes without adding another bundle of papers to the stack already covering their desk.
September is a month for growth among the movers and shakers, and it should be a big month for you, too. If you haven’t made it easy for readers and tempting for advertisers by going digital, this is the month to give it a try.
August 21st, 2013 by Joy Beachy