Costco Wholesale Corporation, publishers of The Costco Connection, uses self-promotion boldly and consistently to create awareness about their cross-platform offerings while selling their products and featuring articles of interest. As an early adopter of digital publishing, they’ve been offering digital delivery for more than a decade.
“One of our major goals is to save money by converting print readers to digital readers. Subscribe for free and have the magazine delivered straight to your device(s) for each of the next 12 months.”
-David Wight | Online Editor | Costco
Costco keeps their promotions fresh by focusing on reader benefits such as ease of use, bonus content, seasonal information, and environmental responsibility.
Staying in Context
Rather than just run ads, they use their editorial context as well. “My name appears when we treat an item as editorial versus an ad,” says Wight, noting that it’s important to create balance. Nice thing is, whether article or ad, this content serves double-duty when it is replicated in the digital edition.