PEOPLE Magazine: People love PEOPLE

Category: Media Companies
Brand/client: PEOPLE Magazine / Time Warner Retail Sales & Marketing
Lead agency: The Terri & Sandy Solution
Contributing agencies: IN Marketing Services, CrossMedia, DigitasLBi and The Integer Group

State of the marketplace & brand's business

PEOPLE has long been the nation's number one newsstand magazine brand. But like every other magazine, PEOPLE has been hit by the perfect storm.

  • In 2007 the Great Recession caused our target consumers to sacrifice "indulgent purchases" for family necessities. PEOPLE's $4 price tag became a barrier to sale.
  • Online news sources created an entirely new competitive set for the magazine industry. Celebrity websites like TMZ and Perez Hilton and social sites like Facebook and Twitter fed our target's desire to be "in-the-know" by offering instant access to the stars—for free.