> the advertisers just were not interested.
> Bill (Fraley)
Being one of many former Publishers of an S scale magazine, I do have an
interesting tale to tell. My favorite rag, 3/16 "S"cale Railroading, went
belly-up after about three years. Before making the fateful decision, I called
around to speak with advertisers and was told more or less the same story by
several folks. The story was:
"We know who our customers are because we maintain mailing lists of everyone
interested in our products. This includes customers of past models, potential
customers met at RR conventions/events, word-of-mouth referrals, responses from
major model RR magazines, NASG membership lists (then public), S club
membership lists (semi-public) and so forth. An S scale-only magazine reaches
pretty much the same people we already know about. We can reach those same
people via direct mail much cheaper. Our advertising with you is more of a
favor to a friend than anything else."
Right or wrong, I sensed a reluctance to spend hard-earned advertising money
for the purpose of finding new and different customers when the good old gang
was sufficient.
These days, with the internet and various forums all over the place, I suspect
the situation is even worse.
Bummer.........Ed Loizeaux
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