Cross-promotion is one of those little ideas that publishers have from time to time. "Why don’t we include some kind of free gift with our next issue? That way, people who want the gift will buy the magazine and be introduced to our high quality editorial content and then buy every issue from now until the end of time? And the free gift maker will get their product in the hands of our readers, who’ll then start buying their high quality merchandise. It’s a win-win situation."
Of course, it never quite works like that in practice. Apart from all the readers gradually becoming accustomed to getting free gifts and eventually refusing to buy a magazine that doesn’t include one, there’s the little issue of the quality of the free gift and whether the readers are the sort of people who’d end up buying more products from the free gift manufacturer.
This month’s Doctor Who Magazine includes a brand new, exclusive Big Finish play, Cuddlesome. Starring Peter Davison, Roberta Taylor (off The Bill and EastEnders), Timothy West and David "Son of Patrick" Troughton, it’s the kind of play that makes you wonder exactly who it’s aimed at and whether you’d ever buy it.
