Friday, we introduced you to Pink magazine (www.pinkmagazine.com), a brand new publication targeting America’s 21 million executive-level women.
As I continued to read more about Pink, I was impressed by the innovative marketing plan developed by founders Cynthia Good and Genevieve Bos. They’re launching their mag without the backing of a major publishing house, so their marketing budget isn’t exactly on par with Fortune’s. Yet they want to quickly establish a presence on a very crowded newsstand.
So they’re applying one of the tried-and-true principles of marketing to women: meeting them where they are. So where exactly does one meet professional women? In the country’s top 25 or so markets where there’s a higher concentration of companies. In the lobbies of office buildings. In the checkout aisles of upscale grocery stores.
And of course in airports. Pink and CNN’s Airport Network have formed a partnership to run magazine content 35 times a week, giving more than 112 million women fliers exposure to Pink. Delta’s executive clubs will feature Pink, too.
Financial services firms KPMG, AXA Advisors and Hyperion have all agreed to support Pink by giving employee discounts and offering up executives as sounding boards. The Sam’s Club newsletter, that reaches more than 5 million women who own small businesses, will feature condensed stories and offer special prices to club members.
Smart. Very pink smart.