Shorty’s Liquor launches in-house magazine, The Drop
Sydney-based alcohol retailer Shorty’s Liquor has released a 100-page custom magazine for customers, clients and fans.
The Drop magazine tells the stories behind the products sold by the retailer, said Shorty’s managing director David Short.
“While our wines and beers are obviously featured, this is a long way from being just another catalogue. Recipes from Donna Hay and Reynold Poernomo, feature length articles on iconic brands, and fun reflections on the lifestyle of drinks… this is a high-quality publication that we couldn’t be prouder of,” said Short.
“We’re trying to add value to the lives of customers and fans. Pinning the magazine against our other marketing efforts, it’s a phenomenal bang-for-buck. No social media campaign or video is going to be as immersive and rewarding as the engaging, educational information we’ve packed in to these 100 pages.”
The Drop editor and consultant Robert O’Reilly says that he expects that print is making a comeback as part of the marketing mix.
“More and more businesses are becoming frustrated by the temporary nature of social media. It’s really, really expensive to get your message across, and there’s so many factors you can’t control.
“I think marketing has come full circle, because print is offering a way to zig when everyone else is zagging – you get to speak to your audience directly, and it can actually drive traffic to your social media accounts, to your website and online store, through storytelling.”
The initial print run is 20,000 copies with a second run expected. Shorty’s expect to release one or two issues every year.
