Folds Print Magazine, Moves Content Online

Share this content:
Online retailer has discontinued BuyMagazine as a print publication 19 months after it began an ambitious mailing to 600,000 customers.

The free publication, a mix of editorial and advertising on electronics and entertainment products, switched to an online version. Starting with this month's issue, it was e-mailed to a larger list of 3.5 million customers for whom has addresses.

"Printing is very expensive and limits your circulation due to your budget constraints," said Stew Duncan, BuyMagazine's publisher in Aliso Viejo, CA. "By going digital it allows us to offer the readers more information interactively and real-time shopping."

Generated in-house, the online BuyMagazine list included consumers who spent an average of $200 on in the past 24 months. Split equally between the sexes, the consumers typically bought CDs, DVDs and music equipment on and its sibling

The publication's print version averaged 68 pages per monthly issue. Its digital version is 177 pages.

The look and feel remain the same, albeit with more functionality, said Duncan, who also is managing director of ad agency Thinkbig, Aliso Viejo.

For example, readers can click on a CD ad that is hot-linked to a particular Web page and sample a few songs. They can add the album to's shopping cart right there. Soon, clicking on a movie ad will take readers to the trailer.

The September issue offers access to more than 1 million products as well as celebrity interviews and product reviews on and Readers can access the current issue at

BuyMagazine in its digital iteration will continue to feature the top 10 picks list of products across categories. This includes music, videos, computers, books, games and cellular items.

Also, celebrity covers will continue. The inaugural digital issue has the cast of NBC's "Will and Grace" on its cover. Previous covers have featured Eminem, Halle Berry, Jennifer Love Hewitt, Reese Witherspoon, Matt Damon and Leonardo DiCaprio.

"Alias" actress Jennifer Garner appeared on the cover of the final print issue in July. There was no August issue.

Online, BuyMagazine retains its format as 30 percent editorial content and 70 percent shopping. The company aims to update on the fly even as a new issue goes live on the first day of each month.

Though cutting costs was the main reason for switching to a digital version, BuyMagazine also failed to keep up with the fast pace of the electronics and entertainment businesses.

"It's the lead times that it takes to print an issue," Duncan said. "Electronics, computer products, books and games -- some of those products no longer would be available."

In going digital, BuyMagazine is considering a subscription-based download format such as is offered by The New Yorker, Popular Mechanics, Financial Times, Forbes and Harvard Business Review. These publications are available through subscription-based digital download formats.

"There are plans to turn this into a subscription-based product for customers," Duncan said.

The print BuyMagazine had 200 paid subscribers, or 0.033 percent of its circulation. They each paid $23.70 for an annual subscription. This included a $10 gift certificate for use at


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above