You know how it is when you take a trip to Target: You’re going to buy just that ONE THING that you need, and you’re going to keep it cheap. As you leave the store, you wonder how you dropped hundreds of dollars on things that you didn’t realize you needed until you walked into the store.
Target is hoping to spawn a similar phenomenon on its website, where it has begun offering a magazine newsstand. Rather than starting from scratch, it has signed on Zinio, a digital publishing company that offers magazines and books from more than 350 publishers.
Zinio will sell electronic versions of magazines on a page on Target’s website, either as single editions of current and older issues, or as annual subscriptions – usually at a discount. People can read them in a Web browser version or through an application that Zinio offers for download. This is similar to what they’ve done on other websites, like the one operated by Barnes & Noble.
Yes, you can already look at online versions of magazines, Zinio Chief Executive Richard Maggiotto said in an interview. This is different, however, he said: “It’s a high-fidelity, robust magazine.” In other words, these titles, ranging from Elle to Woman’s Day to Seventeen, are meant to look — if not feel — like the print magazines they are replacing. Zinio and Target will share the revenue they get from each sale.
Maggiotto declined to reveal specific goals, but said that he would be happy to see 1,000 or more new subscriptions (a month) come in during the first year of the Target partnership. So far, he said, Zinio sees about 60 percent of its magazine sales coming from archival or current issue sales, and about 40 percent from subscriptions.