Bentley College Marketing- Honors

This blog is for MK 402-H01 and the greater Bentley College population.

Sunday, April 02, 2006

Rant on Wired

In this posting, Dave goes on a rant regarding one of his favorite magazines, Wired. Dave discusses the fact that he started to notice that the monthly editions of Wired are starting to get “skinnier”. “The magazine is no longer an oversized publication.” According to Wired, “it now 'conforms' to industry standard size”. At the time, Dave writes that he accepted this fact without putting to much thought into it, although he did not really like the idea.

On March 29th of this year, Dave received a mailing to subscribe to Wired for a fee of $10. At this, Dave went into his rant:

“Friggin ten dollars! I don't know what I used to pay, but ten dollars is chump change for something as great as Wired Magazine. I freaked out.”

Dave came to a realization as to why this upset him some much:

“Obviously they don't think their magazine is special anymore… I don't want my ten dollars buying a shell of the magazine it used to be. I want it big, bold, beautiful. Unfortunately, I suspect that Wired has jumped the shark.”

This posting is marketing-related because it informs us as marketers because it offers us first-hand insight into the mind of what is probably the average consumer of a particular magazine. Dave liked the magazine for what it originally was: oversized and full of information. He developed a brand loyalty to Wired. However, when the magazine decided to change, Dave felt betrayed by his once-loved brand and is now losing this loyalty that he once felt so strongly. It is important for a company to make sure it is not losing its current customer base in order to try to gain a larger one.

This posting informs marketing because it provides consumer research. If Dave is the typical consumer of Wired, then it is important to understand why he is so distraught by the changes in the magazine. As marketers, we can learn a lot from Dave’s reaction as to what happens in the minds of current consumers when a product changes.

I have learned quite a bit from reading Dave’s reaction to the changes in his favorite magazine. Sustainability is a crucial aspect to all brands and it can be lost when changes are made to the brand and its products without the input and/or approval of its loyal customer base. This is another example of how marketing research is absolutely necessary when trying to alter an existing brand/product.

Due to the fact that this was an honest reaction from Dave, it is hard to critique it. However, I would definitely have liked if he had given some of the reactions of others who subscribe to Wired. There were a couple of comments from other readers, but they were so esoteric that it was hard to relate.


Blogger Dave J. said...

I tried to search to see if anyone else had posted a complaint online, but didn't find any. Kind of a hard search term to come up with. I wanted to see if anyone else was dissappointed.

Caitlin, I'm glad you found this post compelling enough to write about. One of the lessons is management of change. Notice how I didn't fuss until they had changed more than one thing downwards.

When you make a change, you need to consider if its important, from a business side. Here's a post someone else wrote today, that I thought relevant. Tangelo Ideas.

Sunday, April 02, 2006 9:29:00 PM  
Blogger John Cass said...

Caitlin, how about sending this post to Chris anderson at wired, he runs the blog the long tail.

Tuesday, April 18, 2006 1:58:00 PM  

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