WWE Connects with Younger Generation on WWEKids
FolioMag has got an article on Print Magazines. Why would anyone at this time of economic crisis would anyone print such an magazine.
Here is an exceprt from the article on why WWE launched WWEKids Magazine.
Some titles prove print can still connect with a younger audience. WWE launched WWE Kids in April 2008 as a way to build its fan base. “Research shows that the earlier the introduction to the brand, the more likely people are to stick with it,” says publishing director Bob Lee. “When we went out to introduce the kids magazine, we spoke to some of our partners and the question wasn’t why, it was more like ‘Why have you waited so long?’”
Still, WWE is a bit under the radar for media buyers, many of whom just think of the brand as live events, according to Lee. “We have 2.6 million 6 to 14-year-olds who watch the show weekly as well as attend the events,” he adds. “The numbers are there.”
Initial circulation out of the gate was 75,000, but the WWE is now estimating to do about 100,000 at a $3.95 cover price. “We had Walmart and Toys ‘R’ Us buy in out of the gate,” Lee says. “Walmart eliminated over 1,000 magazines in 2008 [including SI Kids], but we were one of the ones they added.”
To drive subscriptions, WWE submitted one four-page insert in one issue of WWE Kids and got 10,000 sign ups. The introductory offer is six issues for $20. WWE Kids was bi-monthly in 2008 and the company plans to take it to nine times in 2009.
“I feel as though the goal for launching a magazine in this climate is to try and break even,” says Lee. “That was our goal but we were able to surpass it and we will make a profit on it in its first year.”
In October 2008, WWE launched WWE Kids UK and in early 2009, the company will debut WWE Kids Mexico and WWE Kids Spain. “We’ve got four to six others in the works that we anticipate launching at some point in 2009,” says Lee.
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