If you are a fashion magazine editor you would know that the most important issue of the year is the September Issue. Why? I'm not sure. The cynic in me suspects it is the lead up to Christmas so advertisers are keen to push their wares on a cashed up, ready to spend public. The fashionista in me doesn't care because she just wants to look at the abundance of pretty pictures.
Whatever the reason they are the size of phone books. Literally. There is even a documentary dedicated to US Vogue's 2007 September Issue. That issue was 840 pages and weighed over 5 pounds (over 2 kilos). That's a whole lot of pretty pictures!
The September Issue cover is also the most coveted cover. Every celebrity and model worth their cosmetics contract wants to be on the cover. The covers are then dissected and reported on by bloggers around the world (see http://www.lifestyled.com.au/?s=september+issue)
What is clear though is that magazine editors have done their research. They know that they are not just in the business of creating magazines but they are also in the business of sales and advertising. They know that advertisers want to advertise in September and so they have created a special issue that is looked forward to by fashionistas everywhere.
You might say they know their product as well as the product within the product. They also know their customer. So well that they can turn what is essentially a massive advertisement into a celebrated special issue. Complete with celebrities and models clamouring to be on the cover. They've created demand and exclusivity.
Who said fashion folks were dumb!?
Do you know your market that well? Are you aware of the key players within your marketplace and how they can be leveraged to create a special and unique experience for your customers?
Take a leaf from the Fashion Bible (US Vogue's September Issue) and see if you can create extraordinary products and experiences in your marketplace.
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