BoSacks: No B.S.: The Bleeding Edge
It has come to my attention that magazine publishers are possibly missing the revenue boat of a lifetime. This epiphany came to me when last shopping for razor blades. I was reaching for my usual brand of Schick Mach 3 blades when I just had to stop, stunned at the shear marketing brilliance (pun intended) of the entire razor blade industry.
Do you remember the old marketing story of King Gillette giving away his razors at or below cost and making a fortune on selling the blades that fit into the razor? Oh yes, that was a marketing plan for the ages.
Over the last few decades those razor companies have gone from selling cheap commodity blades at pennies each to charging around $5.00 per blade for a slickly marketed and hyped shaving experience with, so far, up to five blades on a single plastic stick. I expect any day now an increase in price due to a must-have, never seen before, six-bladed, deluxe ploy to the unsuspecting general public.
They have marketed themselves brilliantly here in America and no doubt to the global market, selling the public a product that costs enormously more than they used to spend for supposed gains in the everyday experience of cutting whiskers.
Did you know that even in today's market there are still old-style injector blades to be found produced by a no-name company selling them at $7.99 for 20 blades, or 39 cents a blade? That makes the modern five-blade extravagant experience over 17 times the price of the available injector blade. In a search of my local drug store, they only carried the expensive type. The less expensive option was only found on the Web.
This brings me to the magazine business. We are at a fascinating business plan crossroad where there are several revenue paths we can travel in the hopes of finding a lucrative future for the publishing business.