Mr. Magazine

At least that is the message I get from Ladies’ Home Journal’s June issue. The magazine has opted to spare its readers from Dr. Phil on this month’s cover in all the copies sold at Wal-Mart. The Wal-Mart readers are treated to a special cover celebrating “The heart & soul of country” plus “included with purchase” Volume 1 of “Crazy for Country” music CD containing songs by the likes of Vince Gill and Reba McEntire. Of course the confusing thing for readers is that if they walk across the street from Wal-Mart, and visit their Kroger supermarket, the ever-smiling Dr. Phil will greet them on the cover of the same magazine. Would readers be confused and question whether it’s the same magazine or not? I am sure they will. I do not think that when you have mass circulation magazines such as Ladies’ Home Journal it is fair to treat the Wal-Mart chain differently than the rest of the retailers, and to add salt to injury, confuse the readers. I think it is about time for our magazine publishers to start treating all their customers the same. It should make no difference whether I buy my magazine from Wal-Mart, Kroger or Seven-Eleven I should at least get the same cover… if you want to give me a bonus for purchasing at a specific store, that is fine. However changing the magazine to cater to a specific store is where I draw the line. It is more than OK to decide to sell your magazine in one store or chain; All You magazine is doing a great job selling only at Wal-Mart. However if Wal-Mart is going to start asking magazines for exclusive covers and gifts, the next thing they will do is ask for exclusive content. Editors beware! Wal-Mart is not known for drawing the line if they can sell more products. Today they will ask for the cover, tomorrow the ???