You may remember that I was distressed when Electronic Gaming Monthly stopped publishing in January. The publishers have finally sent me a new magazine to fulfill my EGM subscription: MAXIM.
MAXIM?!? The issue I received features an "article" identifying America's Sexiest Beaches. It's thinly veiled smut. Mouth-breathing morons. I sent the publishers a letter stating that I do not wish to receive MAXIM, and requesting a check for the remainder of my paid subscription. Perhaps I will spend it it on a good magazine - such as Cook's Illustrated or Mental Floss.
I've identified what infuriates me (and others) so much about receiving MAXIM as a replacement for EGM. The publisher (Dennis Publishing, owned by Hearst) used the most naively simple demographic group in choosing a new magazine for EGM subscribers: males, age 18-30. I'd been a subscriber for nearly 10 years; surely the publisher would have learned a little more about me during such a long relationship. But they invested no time in researching the market segment that subscribed to EGM. The print publishing industry clearly has a lot to learn - expressed interest is a much more effective segment identifier than the barely considered guess that the publisher made.
Consider the significant portion of children who subscribed to EGM. MAXIM may not be rated R, but it is certainly not PG. Consider the many female gamers. In fact, I would suspect that EGM had a larger-than-average female subscriber base compared to other gaming magazines. One of the reasons that I was a loyal EGM reader was that they rarely wasted space on top-heavy "hot chicks" or comic-book style fantasy gaming pictures. I was highly irritated by all of the "page babes" that littered the pages of the one other gaming magazine I read once.
Good news, though. It appears that EGM will be reborn. (Official Press Release, Article on 1up.com) You can bet I'll subscribe to that as soon as I can.
Tags: egm gaming marketing