As magazines have scrambled to find new revenue sources, People has stuck with a model that has worked for nearly four decades: high-paying and loyal subscribers, now about 3.5 million, and advertising. Now the magazine is changing its subscription model, adding a tiered plan to what has long been considered the financial backbone of Time Inc.
s magazine empire.On Monday, the magazine is introducing four new subscription packages. It is trying to attract younger, tech-savvy celebrity fans with a $10 annual subscription to its new CelebFood and CelebWatch apps.
Its current fan base, whose members pay about $112 for an annual print subscription, can pay the same amount for either a print or digital subscription or they can upgrade to a $132 package for both. For its most devoted celebrity watchers, People is introducing a $200-a-year package that includes both print and digital subscriptions, access to new online material, a six-month gift subscription for a friend and intermittent gift boxes designed by the editors. The kickoff gift box includes designer note cards inspired by this seasons shirtdresses, an animal-print scarf influenced by the styles worn by Heidi Klum and vinyl nail wraps that give subscribers a glimpse at Rihannas style.
Larry Hackett, Peoples managing editor, said it had to update its approach despite its profitability.We need to find change. We are not immune to what is going on in the magazine industry, Mr.
Hackett said. We are upending our subscription model.While People has suffered declines in newsstand sales, it isnt doing as badly as its rivals.
Data tracked by the Alliance for Audited Media show that Peoples newsstand sales fell 11.8 percent in the first half of 2013 compared with the year before, but its total circulation held steady at 3.5 million.
People still generates the most revenue among the nations top 50 magazines, producing $1.4 billion in annual subscription and advertising revenue in 2012, according to data gathered by John Harrington, a magazine consultant. That is roughly equal to the combined revenue generated by four other Time Inc.
titles, Real Simple, Time, InStyle and Entertainment Weekly.It leads in revenue in every aspect, whether its newsstand subscriptions or advertising, Mr. Harrington said.
It dominates the publishing business.Still, Mr. Hackett said, because Peoples subscription business remained stronger than newsstand sales, it made sense to nurture these more profitable relationships.
You had to look and say, O.K., how are we going to get other revenues?
Mr. Hackett said.In the coming months, more news organizations are expected to follow a similar path.
Based on how Peoples subscription model fares, Real Simple is expected to offer a more varied subscription model soon. The New York Times Company announced in April that it was working on plans to offer more customized subscriptions at lower prices for readers interested exclusively in specific content, like editorials or food coverage. The Times expects to introduce additional products in 2014, according to a spokeswoman, Eileen M.
Murphy.Mr. Hackett acknowledged that by asking readers to pay for new and arguably more expensive products, People had to rethink the kind of content it offered.
Now, Mr. Hackett said, People will act less like a magazine and more like a credit card by offering rewards like gift boxes three times a year tied to the Worlds Most Beautiful issue in the spring and to next years fall fashions. It will also offer subscribers monthly raffles that provide access to events, like standing on the red carpet at the Oscar award ceremony.
But People hasnt strayed too far from its original idea. The magazine hired 20 new employees to expand its online material. During the Web sites debut on Monday, readers will be able to get more details from Peoples latest interview with Alec and Hilaria Baldwin about the birth of their new baby.
The CelebFood app also is kicking off with 200 celebrity recipes, like Blake Livelys chicken and leek pie.The magazines executives hope the new offerings attract readers younger than its current subscribers, who have a median age of 44.6, according to the audience measurement company Gfk MRI.
But the one thing Mr. Hackett said would not change is the magazines writing style or overall approach to news. Mr.
Hackett quoted Richard B. Stolley, Peoples founding managing editor, from his first editors note in 1974 as a reason not to become snide like many celebrity titles.We hope never to be cruel or awe-struck or gushy, Mr.
Stolley wrote.
{"site":{"site_id":3457,"site_type":11,"site_domain":"yfisher.com","domain_mode":1,"original_domain":"yfisher.com","language_code":"hmn","is_init_domain":0,"is_shop":true,"is_ssl":1,"lang_prefix":"/","animate_name":"none"},"page":{"page_id":69413,"page_type":"ai_article_detail","page_code":423,"page_url":"/ai-article/people-magazine-to-offer-new-subscription-deals.html","page_source":"","allowAnimat":0,"content_id":483,"content_type":5,"detail_thumb":"","detail_title":"People Magazine to Offer New Subscription Deals","detail_id":26171,"moq":1},"translateList":{"A new item has been added to your Shopping Cart":"Cov khoom tshiab tau ntxiv rau koj lub tawb nqa khoom","account":"chaws ceev nyiaj","Account Name":"Npe Npe","Account Number":"Tus lej nyiaj","Account is not exists":"Tus account tsis muaj","account security":"Tus Account Security","Active Commission":"Haujlwm Saib Xyuas Haujlwm","Add a review on the product":"Ntxiv cov tshuaj xyuas ntawm cov khoom","Add to":"Ntxiv rau","Add to Cart":"Ntxiv rau lub tawb","address book":"Phau Ntawv Chaw Nyob","affiliate links":"kev sib txuas kev sib txuas","all":"tag nrho","All Orders":"Txhua daim ntawv xaj","Already commented":"Twb tau tawm tswv yim","Are you sure to cancel this withdrawal?":"Koj puas paub tseeb tias rho tawm no tshem tawm?","Are you sure to delete the selected items?":"Koj puas paub tseeb tias rho tawm cov khoom xaiv?","Are you sure you want to delete it?":"Koj puas paub tseeb tias koj xav rho tawm nws?","Awaiting Payment":"tos them nyiaj","Awaiting Shipment":"tos cov zaub mov xa tuaj","Back":"Nram ntej","Bank Transfer":"Lub txhab nyiaj hloov chaw","bank address":"chaw nyob nyob nruab nrab","basic information":"Cov Lus Qhia Yooj Yim","Buy":"Yuav","Buy Now":"yuav tam sim no","bank name":"Lub Npe Lub Npe","city":"nroog","Copy successful":"Luam ua tiav","Copy failed":"Luam tsis tiav","Can Extract":"Tuaj yeem rho tawm","Currency Type":"Txiaj Hom","Cancel":"tshem","Cancel the success":"Ncua Txoj Kev Zoo","Cancelled":"Tshem tawm","Choose a country":"Xaiv lub tebchaws","Choose Coupon":"Xaiv daim coupon","Choose items":"Xaiv cov khoom","Clear":"Meej","Clear Search":"SOUR SEAM","Comment Successful!":"Tawm tswv yim ua tiav!","Comment Failed!":"Tawm tswv yim tsis ua tiav!","Commission Details":"Cov Lus Qhia Txog Cov Lus Qhia","Commission":"Nyiaj","Commission Status":"Commission li cas","commodity payment":"Kev Them Nyiaj Them","completed":"completed","Completed":"ua tiav","Condition not met":"Mob tsis tau ntsib","Confirm":"Pom zoo","Confirm password is inconsistent with new password":"Paub meej tias lo lus zais yog tsis sib haum nrog tus password tshiab","Congratulations":"Kev qhuas","Congratulations! You are got a coupon.":"Pab kev zoo siab! Koj tau txais ib daim coupon.","Congratulations! You are got all coupons.":"Pab kev zoo siab! Koj tau txais tag nrho cov coupons.","Continue":"mus txua ntxiv","Continue Shopping":"Kav tsij txuas ntxiv mus","Copy the code and use it directly in the shopping cart.":"Luam cov cai thiab siv ncaj qha rau hauv lub tawb nqa khoom.","Country":"lub teb chaws","Coupon code":"Daim coupon code","Coupon List":"Daim Ntawv Teev Npe","Date":"Hnub tim","days after receiving":"hnub tom qab tau txais","Design customization":"Tsim Kho Customization","Do not use any discount":"Tsis txhob siv ib qho luv nqi","Earliest":"Ntxov","Export successful":"Kev xa tawm","Export failed":"Export tsis tau","email":"tus email","email format does not match":"email hom tsis phim","Estimated Delivery Time":"Kwv yees tus me nyuam","Effective Order Count":"Siv tau zoo suav","Effective Sale Amount":"Muag Khoom Siv Tau","Expense":"Siv nyiaj","expired":"sij hawm","export a report?":"Export ib daim ntawv tshaj tawm?","Failed to upload files.":"Failed to upload files.","FAQ":"FAQ","Find Parts":"Nrhiav qhov chaw","for order over":"rau kev txiav txim tshaj","Free":"Dawb","Free Quote & Information Request":"Pub Dawb Tso & Thov Cov Ntaub Ntawv","Free Shipping":"Dawb shipping","Get":"Tau","Get coupons":"Tau Txais Coupons","Get discount":"Tau txais luv nqi","Get it":"Tau txais nws","Get it after logging in and use it in the shopping cart.":"Tau txais nws tom qab nkag mus rau hauv thiab siv nws hauv lub tawb nqa khoom.","Go to Page":"Mus rau nplooj","Highest Price":"Tus nqi siab tshaj plaws","home":"lub tsev","Hot Sale":"Kub Muag","Income":"Nyiaj tau","Incorrect form format":"Daim foos tsis raug","inquiry":"kev noog","join guide":"Koom Tes Qhia","Last 30 days":"Kawg 30 hnub","Last 7 days":"Kawg 7 hnub","Links report":"Txuas Daim Ntawv Tshaj Qhia","Loading":"Qho chaw thau khoom","Lowest Price":"Tus nqi qis tshaj","Match Product":"Phim Khoom","Merchant Free Shipping":"Tus tub lag luam dawb shipping","message":"zaj lus","Most Popular":"Feem ntau nrov","my account":"kuv tus account","my coupons":"Kuv daim coupon","my inquiry":"kuv kev nug","my orders":"kuv xaj","my reviews":"kuv cov kev txheeb xyuas","my wishlist":"kuv xav tau","name":"lub npe","New Arrival":"Tuaj Txog Tshiab","Newest":"Tshiab","No Quotation":"Tsis muaj nqe lus","No time limit":"Tsis muaj sijhawm txwv","Not deleted":"Tsis tshem tawm","not valid yet":"tsis siv tau","Off":"Tawm","Offers and Discounts":"Muab thiab luv nqi","ok":"ua li cas","Only DOC,DOCX,PDF,PNG,JPEG and JPG files can be uploaded":"Tsuas yog Doc, DOCX, PDF, PNG, JPEG thiab JPG cov ntaub ntawv tuaj yeem tso tawm","optional":"yam ua tau","order notes":"Kev Txiav Txim Siab","Order over":"Txiav txim dua","order id":"Txim ID","order status":"Kev txiav txim siab","order amount":"Tus Nqi","Orders Report":"Cov lus txib tshaj tawm","Other":"Lwm","Password contains at least numbers and letters length should be 6-20":"Lo lus zais muaj tsawg kawg zauv thiab ntawv ntev yuav tsum 6-20","Password is invalid":"Lo lus zais tsis raug","Password length should be 6-20":"password ntev yuav tsum 6-20","Paypal":"Paypal","paypal payment":"PayPal Them","Pending":"Tseem tsis tau paub","Pending Commission":"Tseem tos cov neeg ua haujlwm","personal info":"Tus Kheej Cov Ntaub Ntawv","Please click ’click to continue’ to retry.":"Thov nyem \"Nyem txhawm rau txuas ntxiv mus\" kom rov ua haujlwm.","Please contact customer service for cash withdrawal":"Thov hu rau cov neeg siv kev pabcuam rau nyiaj rho nyiaj","Please enter a valid email address":"Thov sau tus email chaw nyob siv tau","Please enter the verification code":"Thov sau tus lej pov thawj","Please login in first":"Thov ID nkag mus ua ntej","Please select attribute":"Thov xaiv tus cwj pwm","Please select country/region":"Thov xaiv lub tebchaws / thaj av","Please select superior":"Thov xaiv zoo dua","Please select the number of ratings.":"Thov xaiv tus naj npawb ntawm kev ntsuas.","Please select your country":"Thov xaiv koj lub teb chaws","Please upload the invoice file":"Thov upload cov ntaub ntawv invoice","Processing":"Tab tom ua","Product Name":"Khoom npe","Please fill in the delivery address before selecting the payment method":"Thov sau rau qhov chaw nyob xa khoom ua ntej xaiv txoj kev them nyiaj","promotion center":"Chaw Ua Haujlwm","Promotion Link Click Amount":"Kev Txhawb Txuas Kab Xov Tooj Nyem Qhov Nyiaj","Promoted link clicks":"Txhawb Txuas Nyem","Promotion Order Count":"Kev Tshaj Tawm Kev Cia","Promotion Reports":"Cov Ntawv Qhia Txog","read more":"Nyeem ntxiv","Received commission":"Tau Txais Commission","Refund":"Kev them nyiaj rov qab","Refuse":"Tsis yuav","Region":"Cheeb tsam","Register Success":"Sau npe txoj kev vam meej","Remittance":"Kev xa nyiaj rau luag","Reviews":"Xyuas","reports":"qhia","Sale ends in":"Muag xaus rau hauv","Save in wishlist":"Txuag hauv kev xav","Search":"Kev tshawb nrhiav","swift code":"SWIFT code","Select how to share":"Xaiv Yuav Qhia Li Cas","Select premium items to increase your chances of making money":"Xaiv cov khoom hwm hwm kom ua kom koj muaj feem tau txais nyiaj","Share items to your channels.when other purchase a from your link, you can get commission.":"Qhia cov khoom rau koj cov channels.Thaum lwm yam yuav khoom ntawm koj link, koj tuaj yeem tau txais Commission.","Share Product":"Qhia tawm cov khoom","shipment successful":"Kev xa khoom tau ua tiav","Shipping":"kev xa mus","Shipping Address":"Chaw Nyob Xa Khoom","Size guide":"Phau Ntawv Loj Loj","Small Text":"Cov ntawv me","Small Title":"Cov npe me me","Sort By":"Txheeb los ntawm","Sales Amount":"Tus nqi muag","State/Province/Territory":"Xeev / Xeev / Thaj Chaw","Successfully delete":"Ua tiav kev rho tawm","Successfully save":"Ntse cawm","Thank you for trying":"Ua tsaug rau koj sim","The account has been deactivated, please contact customer service to activate":"Tus as khauj tau txiav tawm, thov hu rau cov neeg siv kev pabcuam rau kev ua haujlwm","the content can not be blank":"Cov ntsiab lus tsis tuaj yeem tsis yog","The coupon code has been copied and used in the shopping cart.":"Daim coupon code tau raug theej thiab siv nyob rau hauv lub tawb nqa khoom.","The file name cannot exceed 100 characters":"Cov ntaub ntawv npe tsis pub dhau 100 cim","The file size cannot exceed 2MB":"Cov ntaub ntawv loj tsis pub dhau 2MB","The number of withdrawals on the day has been capped":"Tus naj npawb ntawm kev rho tawm rau hnub tau raug txiav","The subscription is successful, thank you for your participation":"Cov npe yuav ua tiav, ua tsaug rau koj kev koom tes","The user center is out of service. Please contact customer service":"Tus neeg siv lub chaw yog tawm ntawm kev pabcuam. Thov hu rau cov neeg siv kev pabcuam","There is no amount to withdraw":"Tsis muaj tus nqi rho tawm","There is no data to export":"Tsis muaj cov ntaub ntawv xa tawm","This is Text":"Nov yog ntawv nyeem","This is title":"Qhov no yog npe","This transaction has failed.":"Qhov kev sib pauv no tau ua tsis tiav.","Time to shop":"Lub sij hawm mus kav khw","Tips":"Cov Lus Qhia","To be commented":"Kom tau hais tawm","Total":"Tag nrho","Tutorial":"Kev qhia ua","This Supplier/Shipping Company does not deliver to your selected Country/Region.":"Cov chaw muag khoom / xa khoom xa tawm tsis xa rau koj lub tebchaws xaiv / thaj chaw.","Update password success":"Hloov tshiab lo lus zais kom tiav","Upload Image":"Upload duab","Upload up to 6 pictures":"Upload li 6 daim duab","uploading":"thau","used":"siv","user center":"Tus Neeg Siv Chaw","Upload Invoice":"Upload Invoice","valid now":"Tam sim no","Validity period":"Lub sijhawm siv tau","View Cart & Checkout":"Saib Laub","views":"feem views","Valid for":"Siv tau","Welcome to the website":"Txais tos rau lub vev xaib","Western Union":"Sab hnub poob","When your buyers received and confirmed orders, you can get commission right now!":"Thaum koj tus neeg yuav khoom tau txais thiab paub tseeb tias cov xaj, koj tuaj yeem tau txais Commission tam sim no!","Withdrawal":"Kev rho tawm","Withdrawal success":"Rho tawm txoj kev vam meej","Withdrawal Method":"Kev rho tawm txoj kev","Write a Review":"Sau tus saib xyuas","Withdrawal Amount":"Thim Nqi","Yes":"Tau","Yesterday":"Nag hmo","You are clicking too fast":"Koj tau nyem nrawm heev","You are got a coupon.":"Koj tau txais ib daim coupon.","You can select a maximum of 90 days":"Koj tuaj yeem xaiv qhov ntau kawg ntawm 90 hnub","You can withdraw the commission to your Paypal account.":"Koj tuaj yeem thim cov commission rau koj tus lej PayPal.","You haven’t chosen an address yet":"Koj tsis tau xaiv qhov chaw nyob tsis tau","You haven’t selected a product yet":"Koj tsis tau xaiv cov khoom tseem","Your rating":"Koj qhov kev ntaus nqi","Your review":"Koj Rov Ntsuam Xyuas","Your shipping address error":"Koj qhov chaw nyob xa khoom yuam kev"}}