Anyone who watched The Apprentice on Wednesday night will know all about free magazines.
Right from the start the two teams had very different ideas about the challenge Lord Sugar had put before them.
Free magazines are one of the latest innovations in the magazine industry. Relying solely on the revenue created from advertising space, they are given away free to target market groups.
While one team decided to dip their toe into the highly competitive ‘lads mag’ market, the other opted for the over 60s.
Both struggled with their image and their general appeal to their target audience. But what the programme did show was the interest media buyers now have in the over 60s marketplace.
Not that long ago, lads mags and consumer magazines designed exclusively for young women were the flagship publications of the magazine industry. Today, it’s more about finding a niche in the market and carving out a loyal readership.
Diversity in such a competitive marketplace can only be a good thing – though whether or not ‘Hip Replacement’ would have really appealed to educated and cultured OAPs is another matter entirely!
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