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Big issue magazine - Essay Example

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The organization behind the “big issue” magazine is divided into two parts, where there is the part that produces and sells the magazine to the street vendor network. The other part is a nonprofit foundation that helps the street vendors regains control of their lives (Oxfam, 2004). The magazines have transformed lives of many vendors who are in a position to feed and support their families. However, the sales of the magazines have subsided currently, due to the recession, which has affected advertising and general sales. Prior to recession, national and international donor funding are drying up. This paper will outline a brand-audit that should be performed to improve the image of the magazine and improve sales. How to upgrade the image and improve sales of the “big issue” magazine Image impacts a lot in a business especially when it comes to selling printed articles. This is the case because the appearance of a magazine determines its ability to attract customers in a distance. The “big issue” magazine falls in this category because image rebranding is needed to improve its old common appearance to a more appealing appearance (Rowell, 2012). The marketing managers should critically look into the image issue of the magazine as well as its contents. The new look of the magazine’s cover should be redesigned attractively is that it can stand out and “beat” the rest of the magazines. The customers should be able to notice and pick up the magazine instantly rather than flick through other magazines in search of the most interesting magazines. More so, the content in the magazine should be able to be captivating enough to keep the customers coming for more copies every day. In order to achieve this, the marketing team should consider on reflecting a shift to deeper and more political content because politics because politics has interesting contents that everyone yearn to know about. Hence, with these two achievements of rebranding the cover and contents of the magazines, customer’s will be change their usual perception towards the magazine by being attracted to it which eventually leads to more sales (Rowell, 2012). Customer service is a crucial aspect in any business and the big issue magazine should consider it in order to improve customer’s perception and increase sales. The vendors of the “big issue” magazine are homeless people and this has lead to situations where passersby insult and under grade them simply because of their status (Oxfam, 2004). The management of the “big issue” magazine should take another step of collaborating with numerous colleges within the city in order to offer these vendors with basic customer care skills. This will help them learn people body language and the telltale signs of aggression so as to help in confronting and solving possible disputes before they happen. The vendors will also learn how to be friendly and approachable which in turn engages customers in conversation. This effort will improve vendor’s ability to attract customers and increase sales of the “big issue” magazine. Advertising is the basic boost of sales of any business because it reminds customers of their favorite product as well as informs them if there are any changes that their favorite product has undergone. In our case, the “big issue” advertisement could fall in the two categories of informing customers of the current ...Show more
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The Big Issue Magazine Name Institution Introduction The ‘big issue’ is a weekly entertainment and news magazine whose styling resembles that of a commercial magazine. Homeless people sell this magazine on the streets of many British cities and not in shops or newspaper kiosk…
Big issue magazine
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