• by Erik Sass  @eriksass1, April 12, 2006

A new business lifestyle magazine set to launch June 6th, Success, will start off with a guaranteed subscription base of 650,000, according to its publisher, Joseph Guerriero--who said the subscriptions would be purchased by business seminar company Get Motivated, which arranges motivational lectures around the country by the likes of Tiger Woods and Warren Buffett, and will distribute the magazine to employees of its clients. The magazine will also be available at newsstands and by private subscription.

Success' target audience, like Get Motivated's, is made up of "motivated, successful businesspeople" who need "help balancing their professional lives with the personal sphere. We're trying to help them live their lives more fully. The stereotypical person here has a million dollars in the bank and nothing going on in their personal lives."

By partnering with Get Motivated, Success not only secures itself a solid start for circulation, but access to consumers in one of the hardest-to-reach environments: the workplace. What's more, Get Motivated's various audiences obviously belong to a desirable demographic--business types with money to burn.

Indeed, Successis the latest in a series of new initiatives by marketers that reach employees by partnering with their employers. WorkPlace Print Media, the subject of a recent article in MediaDailyNews, has a somewhat lower profile, but appears to be achieving substantial success with its own strategy of delivering coupons to employees working near "commercial hubs" for services including auto maintenance, food, retail, and the like. According to WorkPlace execs, employees view these coupons as a kind of reward (although they are provided to employers for free)--a psychological factor that makes the employees especially receptive to the coupons' ad messages, which are often delivered in person by their bosses or included with paychecks.

Although Successand WorkPlace Print Media are different products that target different demographics, they do share an innovative approach to reaching consumers in the workplace. Employees have traditionally been hard to reach because bosses, ever concerned about productivity, attempt to create "walled gardens" free of distractions around them--some going so far as to restrict Internet use and media devices like iPods. Success and WorkPlace overcome this obstacle with a simple, elegant solution: not just getting permission from employers, but actually partnering with them by providing goods for them to distribute to their employees, thus fostering goodwill in their organizations.