Redan Publishing Returns Sesame Street to the Printed Page
What was one of the most difficult parts of the print launch and what did you learn form that process?
With this launch and with any launch it's the initial cost, which can be very daunting. It's hard to determine what return you are going to get on your investment. It is very easy to be swayed by the lure of high distribution by buying into all the promotions at retail. You have to pick and choose your promotions very carefully and be strategic as opposed to all encompassing.
How did you narrow down what promotions you wanted to do?
We are lucky in that we have 10 other children's publications that we've been printing and publishing for a long time and had a lot of trial and error. We can look at those and compare with Sesame Street. We have Thomas and Friends, which has a similar age group and types of characters, and we can look at what worked with that title and focus on where to start. It's very data-based.
What is the key to getting children interested in a print product when they might be more inclined toward digital?
With children, you have to keep it interesting. Some other magazines may be more story-based, some others may be picture-based. In our magazines we start with a story; we have a workbook; we have posters; we have a section for drawing. I think that you have to keep their interest and with print that may be difficult if the content is very similar.
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