The analysis on newly launched magazine The Poke (MW August 8) confirmed my long-held belief in the limited imagination within many of the larger publishing agencies. I imagine it will come as no surprise to those independent publishers battling to establish themselves in a market where advertising spends are dominated by a few large media buying monoliths.
Reasons media industry experts offered for the likely failure of the title included:
“I am not too sure about The Poke, though I haven’t seen it. I do not like the name and… [it} seems to have little to inspire advertisers.”
One can only hope that he was quoted out of context.
“It is strange that at a time when revenues are hard to come by for most publishers, The Poke is being launched.”
To condemn the title exclusively on the basis of current economic conditions shows a complete lack of entrepreneurial spirit – but perhaps that is to be expected from individuals within large organisations.
“These titles do not lend themselves to advertisers’ way of working. For instance, their paper quality is not something that will get advertisers excited.”
I suspect that the more cerebral market satirical magazines target might appreciate that there is more to brand’s personality than the quality of paper their ad is printed on. I also believe there are many clients who are innovative enough to treat different media in different ways.
Personally, I would like to wish The Poke the best of luck, and suggest that opinions such as those cited in your article might make great material for the magazine.