Media Buyer-Turned-Publisher Talks Luxury Titles
After nearly two decades of association with the travel, financial services and luxury retail industries, Alison Chittum Miller recently switched her career gears and became co-publisher of Greenspun Media Group’s Las Vegas-based luxury titles: VEGAS Magazine, Wynn and Venetian Style.
Miller expects to bring valuable experience from outside the industry to her new role. She most recently helped create Stratus Rewards Club 360, the country’s first credit card and loyalty program to offer rewards such as private jet travel and stays in private homes and villas.
Publishing Executive Inbox spoke with her about her new role with Greenspun Media Group, where she will oversee all ad sales, supervise promotions and manage distribution activities.
INBOX: What type of innovative thinking do you believe someone from outside traditional magazine publishing circles, such as yourself, can add to the magazine industry?
ALISON CHITTUM MILLER: As a former media buyer, I bring a client perspective and a deep appreciation for the substantial value publishers provide above and beyond the obvious printed page. The available assets on hand are tremendous, especially for a company with the broad reach represented by the Greenspun Media Group. The competitive advantages gained by advertisers who recognize and leverage these assets can be considerable, and I will play a key role in helping clients identify those channels which can best provide momentum for their various goals and initiatives.
INBOX: What does the print magazine industry still offer audiences and advertisers that other forms of communication cannot? From a sales perspective, how can you take advantage of that when approaching potential clients?
MILLER: The print magazine industry provides access to a highly defined and targeted customer base, especially amongst luxury publications like ours. People self select what they read in their leisure time pursuits, and that results in a higher level of reader involvement, not to mention relevant segmenting opportunities for advertisers. Globe trotters read about travel, car enthusiasts seek out auto magazines; it’s as targeted as it gets. The sheer tactile nature of the book ensures that advertisers will be viewed multiple times, and in a manner unlike e-channels, where images or e-mails are viewed once and then lost or deleted amongst a flurry of other traffic. Magazines are not discarded as easily and are, in a sense, interruptive. They sit on a table or night stand and remind the reader to pick the issue up again and again, each time enjoying the relevant content and high resolution images provided only in this format. Magazines are also a wholly separate experiential enterprise. Computers are not only used for leisure endeavors, but also closely associated with work tasks. While this makes them accessible, a magazine allows an escape from this digital connection to all of one’s responsibilities, and creates a respite from an over-crowded life. This tactile escapism plays well with the leisure/luxury market, whose occupants often lead time-compressed lives, yet have the means to avail themselves of escapes from these busy schedules.