(单词翻译:单击)
Just looking round the newsagents this week, you'll find one magazine giving away a book worth six ninety-nine, when the magazine itself only costs two ninety-nine. And it doesn't stop there. One rival is offering a CD, another a calculator. And so it goes on. You know, it really is a ‘readers' market at the moment.
不信你只要这周去报刊亭转转,就会发现一本杂志附赠一本书时价格为6.99美元,而杂志本身的售价才2.99美元
But, I can see you're asking yourselves, if the gifts are actually far more expensive than the magazines... ? Well, clearly, the magazines are facing greater competition and it's all about offering your reader the best possible value. If your competitor's got something out, then you don't want to be seen to be lagging behind. And once you've started, in a sense, you've got to keep on - you do get locked into a ‘circulation war' where the only way to stay on top seems to be through the free gifts. And remember, it doesn't matter if the gift costs more than the magazine because the real profits come not from the cover price, but from the advertising revenues. To keep those flowing in, you need good figures, and that's where the free gifts come in.
我知道你们想问,礼物的价格是不是比杂志还贵得多?显然,杂志面临的竞争更激烈,而一切都是为了给读者提供最多的价值
And, of course, it can't be any old gift. An inappropriate choice would do more harm than good. The gift must reinforce the true brand values of the magazine. The specialist titles are particularly good at this. And it's also a good opportunity for people to sample your magazine; it may bring in new readers. With the right gift, you could even be looking at as much as fifteen per cent uplift on your sales, particularly in the teen market, where pop fashions come and go and it's very important to encourage reader loyalty.
当然了,赠品也不是随随便便送的老一套赠品