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And it puzzled me because I had seen the same issue on sale in Manchester without any gift. Clearly, people in Wales were getting the same magazine, but all packaged up in a special plastic jacket with this gift inside. Why, I wondered, were people in my area losing out?
我十分不解，因為我在曼徹斯特也看到那期的雜志，但沒有附贈任何禮品。顯然，威爾士人買到的是同一本雜志，只不過他們買到的是精心包裝在別致塑料封套里還配送了禮物的版本。我就想，我們那邊的人為什么就沒有禮物？
Well, of course, the answer lies in the marketing policy of the magazine itself. No use giving everyone a freebie because then there'd be no way of gauging how successful it'd been in drumming up extra sales. In other words, it's a controlled experiment. In this case, flat sales of Prime in Manchester, coupled with strong sales in Wales, would indicate that the gift had done the trick, and this type of strategy is vital for magazines as more and more titles crowd the racks.
當然，答案就在雜志的營銷策略里。讓每個人都拿到贈品是沒有意義的，因為那樣就無法衡量贈品在帶動銷量方面的作用到底有多大。換句話說，這是一個控制變量的實驗。就拿這次來說，如果Prime雜志在曼徹斯特銷量平平，而在威爾士銷路旺盛，就說明禮品投放成功了，這種策略對于雜志來說至關重要，因為市面上的雜志已經越來越多了。
