BSkyB axes magazine in favour of email marketing
BSkyB has announced plans to completely axe its Sky magazine, the magazine with the largest circulation in the UK.
Email marketing is used by many internet marketing consultants and now it appears Sky wants to follow suit. The company originally announced plans in February to stop its sports and films magazines and also to merge the magazine into a quarterly publication as opposed to a bi-monthly one.
Now the entire Sky magazine, with an average readership of 7.3 million people, is set to be scrapped as the company begins a new campaign of email-based marketing. The company will no doubt be looking to have as much success and longevity as it did with the magazine.
The email platform will be entitled ‘My Sky Week’ while a mobile phone application has also been devised to help replace the magazine.
Richard Gray, managing director of Prinovis, the firm which printed all of the Sky titles, told Print Week: “Sky Magazine made a structural change in terms of their marketing leading to Sky stopping the production of the largest customer publishing title in the UK and Europe.
“They have chosen to use other channels than print and mailing in the future. We very much hope that Sky will see what the printed product delivered for them in the past and maybe look again in the future at using print as a major marketing medium.”
When the initial plans were announced, up to 20 jobs were put at risk. However, now that the entire Sky operation has been binned it is unclear how many could risk losing employment.
A sky spokesman said: “Web and mobile platforms offer us a more immediate and engaging way to communicate with our customers, so this is our focus moving forward.”
Sky has also stated that as well as web communications, it wishes to communicate with other platforms such as text and phone rather than print.
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