Select Your Partner Carefully When Co-Marketing!

by Chris Brown on Saturday, August 16, 2014

When the free magazine deal was created between the magazine’s publisher, Condé Nast and the Lands End catalog, I’m sure they did not see the turn of events unfold.

Packaging GQ magazine with a topless girl on the cover together with the catalog and mailing on the conservative Lands’ End mailing list was not a good idea. I’m surprised however that the apology was sent only to people who spent $100 or more with the catalog.

Lands’ End President and CEO Edgar Huber issued an apology letter, saying the issue was sent to all customers who spent more than $100 at the retailer from July 9 to 16.

I’m wondering about their reasoning for their apology too. Only the people who spend money are the ones likely to be offended, or worth apologizing to?

Especially because the magazine seems to be designed to appeal to men and the majority of the purchases from the Lands End catalog are from women.

The devil is in the details, isn’t it?!

Free gifts are good if the target markets align. And shouldn’t apologies go to everyone?

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