Angie Hicks Bowman, co-founder of the home service rating company that
carries her name, is one of the smartest marketers I have ever interviewed. She
started her company as "Columbus Neighbors," personally going door to
door in Columbus, Ohio to sign up members and collect ratings on local
contractors. After her first year of door knocking, her company had 1,000
members. Today, that number is over 1.5 million paid members.
When my wife Lynn became an Angie’s List member, a monthly print
magazine started showing up at our Brooklyn brownstone. I was intrigued. In a
time when many marketers are scaling back print magazine marketing investment
to favor digital media, here was a prominent digital content company publishing
a print magazine. Retro marketing? Not on your life. In an interview with Angie
I found her rationale for using print magazines so rooted in common sense I
wondered why no one had thought of explaining it her way before.
When I asked Angie why she is sticking with print magazines she said, “I
think people interact with print publications differently than they do with
online content. Angie’s List is essentially a problem solving service. When
people say, “Oh, I need a plumber” they come to us. But our print magazine
allows us to interact with members when they are not in need of a plumber.”
Angie added that her magazine helps differentiate her company in the
crowded online market: “It’s one of the neat differentiators about us. We are
not only collecting all of this content but actually packaging it into this
kind of “news you can use format.”
In addition, Angie said her print magazine helps drive incremental
activity by educating members: “Maybe someone had not thought about buying a
geo thermal heating and cooling system, but read an article about it in Angie’s
List magazine. That person may not have gone on our website to read the article
but read it in our magazine, and it created incremental interest.”
The magazine also serves as a way to introduce new members, said Angie.
“Angie’s List members are busy people, and getting the magazine delivered to
them can be a very easy, great way to kind of break in.” She continues, “I get
tons of e-mails but on Saturday I might sit down to read a magazine at home,
where I don’t want to be sitting in front of my computer. Our members are very
passionate about our magazine and a lot of consumers leave it sitting out on
their coffee table.”
And members love the magazine. Angie recalls, “I remember getting a call
from a member who had a hospital stay during which her daughter came in,
cleaned her house, and threw away her Angie’s List magazine collection. She was
so upset she called and asked if we could send her a whole new set.”
For those of us marketing print products in an ever more digital world,
for my money, Angie’s best wisdom came when she described how magazines keep
her customers engaged even “when they are not in need of a plumber.”
As more marketers abandon print budgets to fund digital initiatives, her
comment reminds us of print’s unique marketing value, which is not easily
duplicated online. When a print magazine arrives in a home or office it can be
read in any physical location, and does not compete for online time with other
websites.
In addition, website content is often “purpose driven” -- designed
for users to choose their own sequence of information as they search for
content and solutions to problems. The magazine experience is different,
because an editor selects the sequence of content within an area of interest.
The magazine read may offer fewer content options, but sometimes it’s really
nice to have someone who really knows the neighborhood be the tour guide.
Like many websites, Angie’s List is a problem solving service, so a
print magazine is the perfect complement.
Need a book? Go to Amazon.com. The latest political news? Politio.com. Tech news? Mashable.com
etc. But what about when you do not need a book, political news, tech news, or a plumber?
Maybe you are sitting on your couch just reading a magazine,
maybe the one published by Angie’s List.
PS: Watch a video produced by American Business Media on our initiative to help publishers sell more print adverising by selling the value of 3rd party media HERE
