The publishing industry in Japan is facing a tough battle today with the ever-growing digitalization of the written word and as readers turn their backs on printed matter.
Two kinds of publications that have defied this trend are limited-edition magazines and brand-mooks¹, the latter often including gifts, such as popular brand fashion items or accessories. In one recent case a book that was offered with a tote bag embroidered with the Yves Saint Laurent logo sold a million copies in its first edition.
This approach has captured the hearts and minds of women who are now able to acquire what would normally be a high-priced brand item at a very reasonable price in a book shop or convenience store.
Items offered as extras in magazines and mooks include make-up pouches, folding umbrellas, hand mirrors and even such appliances as skin care devices and silicon steamers. |
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| Note 1: From “magazine” and “book”: a thick illustrated publication printed to look like a magazine. |
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Some examples of brand-mook gifts: (clockwise from top left) facial roller, Yves Saint Laurent tote bag, silicon steamer. |
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