GuitarWorld Magazine - At what price?
What is the cover price of GuitarWorld magazine? According to the subscription page at GuitarWorld.com, the “cover price” in the U.S. for 12 issues is $59.88. That’s $4.99 per issue. Fine, but . . .
Why does the “price” on the “cover” of the latest dog-eared GW issue decorating the shelf of my local bookstore chain indicate $7.99US? (See for yourself by checking out an enlarged image of the upcoming September 2007 issue of GuitarWorld, considerately hosted on GW’s own site). And why wouldn’t GW take advantage of that even-greater disparity to push their subscription?
Baffling. Any clarifying thoughts are welcome.
I am also mildly confused as to the overall economics in the periodical industry. I understand that publishers have an incentive to make their subscription rates more attractive than in-store prices: higher advertising revenue resulting from increased circulation, lower marginal costs as larger-scale efficiencies are achieved, leveraging customer information or marketing data in related industries, etc., etc.
Still, at the end of the day, it feels like a disincentive for browsers to buy the goods. The second monthly magazine you purchase at retail makes you a chump. Grab that third or fourth bi-weekly rag and you are footing the bill for savvy, subscribing free-riders. And if you read any of the weekly magazines with a modicum of frequency, hang your financial head in shame if they are not arriving via your mail box.
Sphere: Related Contentguitarblog @ June 22, 2007