Magazine Launchpad: ‘Glued’ to the couch
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If it’s another entertainment magazine you need, it’s another entertainment magazine you’ve got. Not that TV Guide, Entertainment Weekly and even your cable company’s info guides in the menu screen don’t fulfill your television viewing needs as it is, but Vogel Communications is confident its just-released Glued is the perfect accompaniment for one part Your Fat Ass, one part Your Hand-Me-Down Sofa and six parts Bud Light.
It debuted on Barnes & Nobles stands last month, which means if you were like the rest of us during the month of August – and who isn’t anymore? – you were busying yourself tucking twenties into G-strings and nursing your hangover laying out in the sand each afternoon. So now that we can calmly remind you August is over, editor Candace Korchinsky would like you to know she’s “completely jazzed about creating a new magazine that combines the best of what’s on with fun, smart features about the world of TV.”
While we love sound bites as much as the next publicity-seeking hag, let’s just own up to what Glued actually is: not very sticky. But despite our reservations, we decided to speak with Candace via email about Glued‘s appeal, which you can find after the jump.
Jossip: It makes sense for Vogel to launch another TV magazine, as that’s what you do best, but what will readers find in Glued that they won’t find in TV Guide or Entertainment Weekly?
Candace Korchinsky: That’s a good question. What Glued has is an exclusive interest in TV and TV culture. Aside from our “Product Placement” column, all of our content is 100% focused on TV.
EW–one of the greatest entertainment magazines–covers entertainment in a general manner, and does an awesome job doing that in a weekly format. What we do with Glued is focus specifically on TV, which offers a lot of fuel for editorial ideas, reader interest and general fun.
In comparison to TV Guide, I think it’s what we DON’T have that sets us
apart. We’re a full-color glossy magazine without conventional TV listings.
We’ve gone for reviews, previews and recommendations in our Stay Tuned
section that pinpoint cool stuff happening on TV throughout the month,
rather than by the minute as a listings format would. We hope people use
Glued WITH their onscreen guide rather than INSTEAD of it. You just can’t win over the onscreen guide when it comes to impulse watching, but you can when it comes to trustworthy recommendations and Glued definitely has that.
Plus, I think Glued offers more edgy editorial that will appeal to a younger reader.
Jossip: When did the initial planning for Glued begin, and did it have anything to do with TV Guide‘s circulation problems?
CK: After researching the whole listing guide industry we realized that the numbers are dropping. And that includes numbers for our own listings publications. People, especially younger viewers who are onscreen guide-savvy, aren’t into planning out their entire viewing month and have little need for a mammoth-sized book that tells them what’s on every minute of the day. I can’t even remember the last time I used a printed listing guide to help me with my viewing choices.
We know people still love TV, so we came up with a fun way to appeal to the TV lover and the person who just wants to find the best stuff on. And going after a younger or more youthful demographic gave us the opportunity to really have some fun, be a little edgy, opinionated and create a cool magazine for TV fans.
Jossip: What’s Glued‘s target demographic? Are you using any aggressive techniques to find new readers?
CK: We’re targeting a group of savvy 30-49 year old readers. Readers that are enthusiastic about TV, enjoy fresh, smart writing and get a kick out the whole medium.
We’re using direct mail campaigns to specifically target readers who love TV.
Jossip: A PR release says you’re excited about sales figures for Glued since its debut last month. How many copies have been selling?
CK: Man, we were pumped after the first 10 copies were sold! Just to know people out there are seeing your product and paying money for it is a big thrill. This is our first full-fledge glossy magazine so we’re learning as we go, trying new things, and seeing what happens. The preliminary sales figures
haven’t been tallied, but we’re getting good feedback from our survey and
will be making editorial changes accordingly.
Jossip: “Stay Tuned” sounds like one of the most exciting features in the magazine, because it talks about upcoming shows I might be interested in. But aside from that, what does Glued offer that I can’t find in other entertainment magazines and online?
CK: Glued is a one-stop shop for TV fun and entertainment and the packaging is unique. You get fun features, TV trivia, celebrity interviews, and a section dedicated to helping you find the best shows on TV all in one convenient
location.
Jossip: Will Glued be offering heavy reality show coverage?
We realize that reality TV–love it or hate it–isn’t going anywhere. Some of it is getting better, and the stuff that’s bad isn’t around long enough to warrant writing about. So we’ll definitely be paying attention to reality TV. And we’re working on a smart way to include reality TV in every issue that will appeal to fans of the genre AND to people who wouldn’t normally consider it.
Plus, our October cover story features Wanda Sykes, whose reality/comedy
hybrid, “Wanda Does It” hits Comedy Central that month. So we’re also covering non-conventional, edgy reality-infused shows that offer something a
little different.
Jossip: Are there any marketing partnerships (Barnes & Noble?) that Glued is involved in?
CK: Other than buying promotional space on newsstands, our focus has been on direct mail. And based on our research, this is the smartest way for our company to effectively promote Glued.
Jossip
