Tokyopop Takuhai: Mail Not Malls

A few people wrote in to set me straight/mock me about Tokyopop Takuhai, the free publication Tokyopop is creating from the ashes of its Sneaks publication. As the business analysis site ICv2.com notes, the convention-focus of the publication stays much the same as its predecessor no matter how much some idiot may find it interesting that Tokyopop is going to offer up a potentially more standard publication at these events for free. The true changes are in format, content and that it will be mailed to potential clients. I plead bad writing in addition to some degree of ignorance, because certainly I've picked up Tokyopop's sampler publications at past shows.

As an aside, it occurs to me that this kind of measurable, traffic-focused cross-marketing opportunity -- a tv commercial directing people to a special web site, web sites directing people onto mailing lists in exchange for merchandise, and so on -- is where a lot of marketing energy is spent right now. With Senior VP Stephanie Fierman's background, I wouldn't be surprised if DC does something similar in the future, at least in terms of driving traffic from one platform to another. Anyway, click on the jpeg if you want to sign up and receive Tokyopop's sampler.

There's a dissenting view on Tokyopop's publicity efforts and an interesting comparison to AOL from a poster on Evan Dorkin's on-line journal. It's probably also worth noting that the company is about to begin judging on its fifth "Rising Star" competition, which they've already whittled down to 20 top entrants.
 
posted 9:29 am PST | Permalink
 

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