A Bill? No Thanks, Kraft
Almost a year ago to this day, I blogged about my dismay that Kraft was turning its free Food and Family magazine into an online only venture.
I was elated a few months later to see the print magazine pop up in my mailbox again. Sure, the Web is grand, but the magazine was great to browse and I always made at least one recipe from each issue (and bought the Kraft products needed to make it).
A couple of days ago, the Holiday 09 arrived…with an invoice. An invoice for a free magazine? Hmmm…
The “last chance” invoice was a bit of a shock, as I have never paid for the magazine before. This is my “Final Issue Alert!” Heavens to Betsy! What to do, what to do?
Okay, let’s think about this. I’m being offered a special rate of $6.99, as opposed to the “regular” rate of $13.98. How many will I receive? That’s not specified. It’s quarterly, I assume.
As I stated above, I like the magazine. But let’s be real: This is an advertising vehicle for Kraft, which they now apparently want me to subsidize. Thanks, but no.
I’m not the only one who feels this way…a glance at Kraft’s own message board thread about the magazine reveals from other folks with the same opinion. And as they’ve apparently (judging by message board posts) rolled out the billing to the readership gradually, with different offers, there’s a bit of reader confusion, and a smidgen of ire from those who paid more. (It’s called testing folks, but that’s hard to explain to non-marketers.)
What do you think? Will Kraft succeed in getting consumers to pony up for recipes? Or will they have to look for another oven to bake their print bun?
November 3rd, 2009 at 4:53 pm
What interests me is how the issue of price testing is going to co-exist with instant communication on message boards and social networking.
Back in the stone age, one would have to be careful not to give two different offers to neighbors. Thanks to the interweb, we have to worry about someone in Seattle contacting someone in Kansas City. An interesting conundrum.
As much as this is an advertising vehicle to entice consumers to purchase Kraft products, you do have to realize that Kraft has commissioned these recipies (test kitchens are expensive to run), as well as paid for the editorial, photography, printing and mailing. Eh, if they want to try and monetize it, that’s their call.
Then again, Gourmet didn’t exactly cut the mustard……
November 3rd, 2009 at 5:14 pm
I also received the $6.99 offer to pay for their advertising vehicle. Great price, but how many issues? And if I didn’t pay for it in the beginning, I am not paying for it now. As much as I’ve enjoyed this magazine (and I hate to cook!) I’ll search recipes online or dig out cookbooks I have at home. Nothing beats free.
November 3rd, 2009 at 8:20 pm
Enclosed is my bill for reading your article.
November 4th, 2009 at 3:07 pm
As a publisher, I can understand where Kraft is coming from . . . however, I know that I will not be paying Kraft to send me advertisements. I too have enjoyed the magazine but will now search on-line for recipes instead. I think Kraft is making a mistake here.
November 5th, 2009 at 3:10 pm
I too have been getting the magazine as well as the e-newsletters and I agree, I understand where Kraft is coming from, it costs to produce and mail the magazine but they should have kept the individuals receiving the magazine at no cost - at no cost and prospected with a paid subscription offer. You can get the same info on line as well as their very cool recipe box that you can save to and even add your own. I will not be paying for the subscription but hopefully will still be getting the free e-newsletter, unless they start charging for that.
November 5th, 2009 at 3:23 pm
I too received Kraft’s magazine for free. I will not pay for it. I think they should have charged new customers but kept giving to current customers for free.
November 11th, 2009 at 4:17 pm
I have enjoyed Kraft magazine for years now. It was a much better magazine with less advertisements and more unique recipes in the beginning. And I still have EVERY SINGLE issue. They have repeated many of the recipes over the years. Why would I pay for this?
$7 is not a big deal to me - but come on now, Kraft… I think you make enough money to print a Freebie mag to your true followers. I purchase the Kraft brand more than any other brand out there - I’m not giving you more money. Sry.