Connections
The Benefits of Magalogs Over Catalogs
Why choose a magalog over an old-school catalog? Here’s why:
Higher Reader Retention Rate
Because a magalog’s content tends to be more editorial and therefore engaging, readers are more likely to hang on to it the way they would hang on to a magazine. You get a catalog in the mail, you might flip through it and then recycle it, right? But, you get a magazine in the mail that’s stuffed with informative articles and captivating content and you’re more inclined to keep it longer or even share it with others.
The more informative or useful the content, the more likely the reader will keep the magalog.
More Sales Opportunities
Because a magalog has more copy, there are more opportunities to creatively push and sell your products. That doesn’t mean every inch of text has to be dripping with advertising, just that you have more options for pushing your product than a tiny 3×2″ copy square next to its picture.
In other words, you can weave product mentions into your editorial content, highlight products in accompanying photos or discuss multiple products in one piece.
For example, I just picked up a point-of-sale magalog from a local winery. Sure, there’s an order form in the back and a listing of their products, but it’s so much more than a catalog. It’s full of articles about wine, meal pairings and even recipes and each of those content pieces is, in turn, stuffed with product mentions.
Quality Construction
Typically, catalogs are stapled together. It’s fast and it’s cheap. With a magalog, part of the appeal is in the design and the construction. That means using a bindery and high-quality binding equipment. For thicker magalogs, you could use glue or Unibind systems. Meanwhile, more compact magalogs can be bound using binding equipment like the Akiles DuoMac or with the fine finish of coil that the CoilMac provides.
Fewer Items, More Highlights
Magalogs tend to focus on in-depth copy and really delving into a product or topic. On the other hand, catalogs are exactly that – catalogs, compilations of records. They’re lists of your products with just the basics and could really be reduced down to little more than a table.
By focusing on fewer products in a magalog, you can highlight more selling points and really push sales on those key items.
How to Create a Magalog
Most people can deduce from the name that a magalog is a combination of a magazine and a catalog. That’s true, but I also like to think of it as an expanded sales letter with glossy images, engaging text and advertorial content.
The look, feel and style of a magalog is just as important as its content. So, think bold covers, big headlines, glossy pages and contemporary design and you’re starting to get the idea.
It’s also important to note that a magalog isn’t always a direct sales tool the way a catalog might be. For example, you may simply want to promote brand awareness, push a specific event, encourage a response or solicit new contacts. Of course, your end goal is going to be sales, but that doesn’t necessarily mean all magalogs have to have an order form on the back.
How can companies create their own magalog?
1. Create and Design
Because so much of a magalog’s appeal is about its design, look and content, the majority of your efforts (and budget) are going to (or should be) be directed towards those areas. That means hiring an editor and writers or enlisting gifted staff members to write articles and content for your magalog. It also means finding a designer able to create a look and style that mimics popular magazines.
You’re investing a lot when you create, print and mail a magalog, so the last thing you want is for it to end up in the garbage with the rest of the junk mail. To prevent that, you need a good-looking product that’s engaging to the reader.
I know that printing is listed as step two here, but you should really be talking to a printer before you begin the design process and throughout it. A magalog is a complex beast and a good printer can help with suggestions that will lower costs (both printing and mailing) or prevent you from spending thousands on a cut-out, embossed design that could end up costing thousands more just to print.
Despite my protests that a magalog needs to be glossy and big to grab a reader’s attention, there are exceptions. For example, I’m looking at what’s essentially a magalog that we picked up from Whole Foods grocery store a few weeks ago. It’s printed on rough, recycled paper with a minimal use of inks and dyes. It’s useful because it’s full of lunch ideas for kids, recipes, and articles on food choices (not to mention coupons and piles of sales copy).
2. Print
Again, printing may be listed here as step two, but your printer should really be part of the whole magalog process right from the beginning. They can help guide your design, answer cost questions and assist you in developing a final budget for the project.
When choosing a printing company, look for someone with an in-house bindery and binding equipment capable of doing the whole job at one location. The more cooks in your kitchen, the more complex (and costly) your project will be. Instead, look for a printer that has the offset printing and binding equipment necessary to do the whole job.
Finally, never proof a magalog digitally. Always deal with a real, printed and tactile proof that you can hold in your hands, feel and really look at. A magalog’s appeal goes beyond its look or flashy design and extends to its weight, readability and how it feels in the reader’s hands.
3. Distribute
Most magalogs go out by mail and to a specific target list of customers. They’re either sent as media mail self-mailers or shipped in envelopes and the total cost of mailing depends, of course, on the size and weight of each unit (something to consider throughout your design process).
Other magalogs are distributed directly to the consumer at the point of sale (like the Whole Foods’ magalog flyer), at an event or through free newstands.
Finally, remember that not every company needs a magalog in its arsenal. It’s better to wait until you have the resources, the content and the potential customer base to make a good magalog then spend your money on a subpar product. And, always ask yourself, “why do I want to create a magalog?” Don’t do it because it’s popular, do it because it’s the right sales tool for your customers.