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the right track - advertising in on-train magazines
Over
the past few years you’ll have probably noticed the “in
journey” magazines placed on board the trains. And you’ve
probably also seen, or even been featured in, the well established
2 for 1 leaflet, produced by Hill Meyer Allen (headed up by an
ex-rail man) that is distributed through all the stations into
London. Each Train Operating Company has its own version, offering
discounts and ‘added value’ on London attractions,
restaurants and theatre.
They
are all vying for the attention of commuters and visitors, whether
it be Heathrow Express and their ‘VIA’ magazine or
South West Trains ‘e.motion’ or Virgin Trains ‘hotline’,
to name but three, all in an effort to encourage greater use
of the trains not just for commuting but leisure too. But what
value do these magazines bring and should you be advertising
in them?
What we need to evaluate here is the benefit of communicating with commuters
via these types of rail magazine and the probable outcome.
VIA,
Heathrow Express’s latest bimonthly has certainly stepped
up the design since its predecessor. With their combination of
tourists, business travellers and domestic commuters there’s
a good case for consideration with this one, though you’ll
need to position your ad strategically. The distribution is well
targeted but don’t forget you only get the people coming
into London Paddington, if it’s the other journey - they’re
leaving!
Other
magazines such as hotline and e.motion are more lifestyle focusing
on getting people out of London to enjoy the rest of the UK.
They have evolved from their original and rather boring “let’s
tell you about the railways” subject matter and now have
a more in-flight magazine style with sound bites on cities and
places you can visit on their networks. Because of this London
is only a small part of the make up of each magazine.
Some
train operating companies make good use of established London
Guides for their promotion of travel to London. For example ScotRail
and Hull Trains use The London Guide to add value – and
that lateral thinking is perhaps the better idea for the majority
of train operating companies to consider for inward journeys
and would be a better place to spend your money.
The
2 for 1 discount leaflet has grown from strength to strength
but currently has no editorial content - if you make an offer
you get a space. The take up on offers is substantial but make
sure you get your terms and conditions right as their print run
may have your offer in at peak seasons, bank holidays, school
holidays and at 2 for 1 that may be a little too generous. I
had an experience of this during the Easter holidays and the
attraction was containing a small riot amongst visitors clutching
their 2 for 1 offers because they hadn’t imposed strict
conditions before submitting their offer.
Finally,
On-Track is a train operating company partnership between the
overground network that covers the areas of London served by
trains instead of tubes, such as parts of South West and South
East London. This could develop as a separate London Overground
brand, sustaining a lively magazine with a substantial target
audience, overcoming the London gap. They are in debate about
going forward with such a publication and your comments would
be welcomed on this as I believe London’s Overground Network
does need better representation and branding,
VIA
is published by River Publishing Ltd. Tel. 020 7413 9370 (Sales)
Mark
Hendriksen
mark@tourismnetwork.org
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