I love Wired magazine. The articles are insightful and meaty and expose me to new ideas and thinking. So, imagine my surprise when I received my latest issue bound with a copy of Fashion Rocks magazine. Say what?
What's funny, is that I was excited when I realized there was an additional magazine in the plastic envelope. I expected it to be something related to reasons why I read Wired in the first place. Wow - a bonus gift, I thought. What a disappointment.
There wasn't one thing in that magazine that appealed to me. It made me wonder what Wired was thinking?
I'm sure they have a lot of younger, edgy and hip readers who would appreciate it, but I'm not one of them. In fact, this post pretty much sums up my reaction. [Notice the reference to "involutary subscribers" - yep in an opt in world you still get that.] I did look for a link to their magazine, but it wasn't readily returned in a search query. Hmm.
**As a side note, I've learned that Fashion Rocks is an annual publication put out as a bonus to Conde Nast's fashion-based magazines. This raises more speculation as Wired isn't one of them.
But the real point is that Wired obviously sent this package to all their subscribers, without thought to segmentation or relevance. Is the response from the segment who's interested worth it to put doubt in the segments who aren't? Something to think about if you're still sending one-size-fits-all communications.
On the flip side, I wonder what sending out free copies of their magazine to people who aren't interested does for Fashion Rocks? In a world where relevance is becoming more important by the day, I was surprised that Wired chose to do this.