I’m in a doctor’s waiting room, waiting to be called in for my appointment. I forgot to bring my own reading material, so I wander over to their magazine rack in search of something to help pass the time.
They have multiple copies of just two magazine titles.
One is Biking. Undoubtedly, this has great appeal to people who spend large parts of their lives on bicycles. I don’t happen to be one of those people. But one of the doctors there must be.
The other magazine is Stroke Connection. No, it’s not about swimming. It’s about strokes — the kind where a person’s arteries fail to provide enough blood to the brain. It’s published by the American Stroke Association. Undoubtedly a fine organization. But not my idea of reading enjoyment.
Radio Programming Application:
What magazines are in your station’s lobby? Old trade publications? Local business publications in which you advertise? Or do you offer only recent magazines of broad, general interest?
Look, what is the profile of the person who reads the magazines in your lobby?
• They’re waiting.
• They don’t know how long they’ll have to wait.
• They’re uncomfortable in an unfamiliar environment.
• The longer they wait, the more they resent you.
You can aggravate all of the above conditions by insulting that person with magazines that are there for no reason other than someone thinking, “Hey, why don’t we put them in the lobby instead of just throwing them out?”
Or you can put your visitor (advertiser, potential employee, listener, community member) at ease by showing genuine concern for their comfort.
Four types of magazines you should offer your visitors:
• People
• Sports Illustrated
• Time or Newsweek
• “Women’s” magazine (Redbook, etc.)
Your lobby affects your relationship with each person who waits there. Do you want that affect to be pleasurable…or annoying?
