Magalogs Oh My!
Retail companies have relied on catalogs to tell sell products for decades. As far back as the Sears catalog being used as toilet paper, consumers love the visual appeal of being able to gaze over a plethora of products. Nurturing a longing to have or own something you see in a picture is one part of the selling process that people actually enjoy. Think about it, there is nothing like curling up (or sitting down in other less mentionable places) and enjoying a good product-promoting piece of print.
I get dozens of catalogs a month – Potterybarn, JCrew, Restoration Hardware, etc. I also get a few magazines – People, Real Simple, Vogue. But my friends, I only get ONE Magalog (Lush) and I must say it’s my favorite.
Q. What’s a Magalog?
A. A catalog magazine hybrid. A magalog communicates brand like a magazine and sells products like a catalog. It’s a powerful communication tool that inspires the consumer and reflects how modern audiences interact with media across multiple platforms. They get the magalog in the mail, read it, then go online to purchase.  Yes, a catalog works the same way, but a magalog communicates image and brand by telling the story behind the product using magazine-like techniques. A catalog tells you what the fabric is made of. A matalog explains how it makes your look and feel. The result is a more emotional connection to the products being sold. Brilliant!
Here are some companies using magalogs:
Rumors (this is more of a newspaper format but is a local non corporate example I enjoy)
A recent Custom Publishing Council poll shows consumers are increasingly attracted to magalogs because they contain useful information:
68%
say custom publications help make better purchasing decisions
74%
prefer getting information from an interesting collection of articles rather than traditional ads
59%
read print custom publications as opposed to the 39% who will look through an electronic custom publictiion.
Current conditions at
