Print & Probability
Using print strategically to increase the odds of reader engagement.
By Jeff Joseph
Print serves as an essential component of the Luckbox magazine audience-acquisition strategy. And when our opportunities to put print copies in front of people change — as they did when the pandemic canceled all live events and closed stores — we have to adapt.
Luckbox, a magazine for active investors, lives by its tagline: “The control freak’s guide to life, money, and probability.” Every month, we publish articles that educate, entertain, and inspire securities traders — whether they dabble in the financial markets part time or devote themselves to investing full time.
As a magazine brand, we are platform agnostic. Besides publishing in print and online, we reach our audience via email, social media, and podcasts. Our goal is to put actionable advice into readers’ hands in whatever form they wish to consume it.
But when it comes to generating new subscribers, the print magazine rises above the rest as a critical tool. It’s our most convincing emissary. And while the COVID-19 pandemic has caused us to shift temporarily from our strategy of relying on bookstores, hotels, and cigar lounges to spread the word about the publication, doing so has reaffirmed the power and effectiveness of that strategy. Let me explain.
The Role of Print in a Crisis
In challenging times, a print periodical may be out of sync with breaking news — and therein lies the possibility for strengthening and deepening our connection with readers.
By Lynn Gosnell
When the first campus email alert about novel coronavirus arrived on Jan. 23, the threat seemed remote and abstract. Soon enough, new campus alerts and policies tracking “an evolving public health issue” began cascading into our inboxes. A month later, on Feb. 29, we learned of a possible case — eventually confirmed — of the virus on Rice’s campus. A rapid response by Rice administration prevented additional spread on campus — but it was scary. Just before spring break in mid-March, classes and labs were canceled so students and faculty could prepare for the possibility of remote instruction. Rice’s Dean of Undergraduates Bridget Gorman sent a heartfelt message to students telling them that, for their safety, as many students as possible should go ahead and return home for the rest of the semester. … As we’re seeing play out on multiple fronts today, our quarterly, biannual, or even bi-monthly print magazines can’t keep pace with breaking news — but that’s not a bad thing. Our print magazines provide an opportunity for a slower, more sustained conversation about how our institutions are navigating a crisis of immeasurable complexity.