What consumers want now based on the “People Magazine effect”

There’s a school of thought in advertising whose adherents credit everything from consumer behavior to political outcomes (at least in part) to a belief that what is expressed in People Magazine (a magazine which has indisputably been number one in readership in its genre for decades) and similar publications is a reflection of and/or becomes the opinion of, many of its readers. 

Which came first, the chicken, or the egg?  It does feel like a bit of a circular argument; do advertisers invest millions in advertising specific products and benefits in these magazines because these are the products that consumers really want, right now, or are they advertising products and brands in magazines that their target consumers actually read in order to build brand awareness and get people to buy them? 

However you answer that question, it’s worth considering the fact that since large numbers of your target demographic market(s) read these type of magazines, some of your clients and prospects will be looking for these same types of products and product benefits.   It makes sense to take a look at these kinds of mass-read magazines to see what language advertisers are using to get the attention of readers and to pursuade them, and then to ensure that you capture the spirit of this messaging in your own display merchandising and advertising. 

For instance, in my most recent issue of People Magazine (yes, I’m a subscriber too), I saw several ads that spoke to beauty (specifically a mascara that maximizes lash volume and a lipstick ad that suggests that each woman actually has her own ‘unique’ color formula – how interesting!) and a number of ads for products designed to reduce or reverse the signs of aging skin.  There were  also several ads for products designed to protect and repair skin from the damaging and drying effects of winter weather.  

Outside of what might be viewed as traditional beauty and skincare products, there was another ad that resonated with me for a cat litter product.  The essence of the ‘Tidy Cat’ ad was to keep your home smelling like your home (and, presumably, not like kitty byproducts!).  For salons and spas who stock candles, room sprays and other aromatherapy products, this is a great time of year to teach clients how to create the home environment that they want to create for their family and guests as well as how to minimize unwanted odors. 

Another way to apply this principle as a manager or owner is to go through some of these magazines and write down a list of product benefits, such as “smooth, glossy hair” or “eliminates wrinkles” or “volumizes and separates eyelashes,” etc.  Then identify products that you sell or services you perform that feature the same types of benefits, and create special promotions for the coming month (or at least display signage) to help your clients make the connection for themselves.  You can even use this as a management tool; take your list of product benefits and ask your staff to identify which of your products provide these benefits.  This can be a great stepping off point for creating scripting to help boost retail sales as well. 

I bet you didn’t realize that your celeb gossip magazine could be such a great business tool – even a write off!   It’s another great example of how inspiration and ideas are often right under your nose, literally!