Niche to see you, to see you niche

There’s a strange law of nature which says that the more niche and specialist a person’s interests, the more likely they are to shout about it… and to know loads of other people who share that interest. (Case in point: people with allergies, cos-players, pencil sculpture*.)

Maybe that’s why Immediate Media, the UK’s leading special-interest publisher, sell 74 million magazines every year: you love a magazine because it caters to something you’re incredibly passionate about and you tell your friends who share that passion. Or maybe it’s just because they produce fantastic mags.

I’m guessing it’s a bit of both, but Buyapowa are certainly delighted to help Immediate take that organic word-of-mouth element into the digital age, powering brand new refer-a-friend programmes for a range of their titles, starting with 220 Triathlon and Cycling Plus.

Both programmes are smart and simple, incentivising existing subscribers to get their friends on board by rewarding them with vouchers to spend at Wiggle - the specialist cycling retailer - whenever they made a successful introduction. Their friends, meanwhile, are incentivised to subscribe via a range of special welcome offers, including three issues for £3, 30% off


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