Lesezirkel is a magazine rental system – a subscription club if you like – with a long tradition throughout Germany. The corresponding app, “myLese”, was recently developed by magazine-rental companies Lesezirkel Limberg (Aachen) and Hettling’s Lesezirkel (Vellmar) in cooperation with Pressmatrix. It has now been officially launched in association with the nationwide Lesezirkel.
In an interview with Ulrich Limberg, Managing Director of myLese GmbH, we discuss the new app, the current challenges faced by the Lesezirkel, and changes in press and magazine sales.
PMX: Mr. Limberg, as a major sales partner for publishers and an attractive advertising partner for companies, the Lesezirkel has been an institution for years. What developments has your Lesezirkel experienced in recent years?
UL: Customer behavior has changed over time. Previously, we offered ready-made reading packages; today, the customers prefer an individual choice. We now offer over 250 different magazines.
Due to our large distribution area and numerous distribution locations, we are still attractive as an advertising partner. But the new opportunities in digital advertising present us with strong competition.
PMX: The Lesezirkel product has also recently been made available as an app. What made you decide to offer your magazines in digital form?
UL: Considering the digital transformation in the media branch as a whole, a digital solution was a must, alongside our print business. It’s a pleasure now be in a position to offer our readers the selection range and extra value that the “myLese” app provides.
PMX: Why did you choose PressMatrix for the realization of your digital project?
UL: PressMatrix has helped us get an optimal start in what for us is still a new business sector. The collaboration with PressMatrix in the joint development of our app has shown that the company not only has the technological know-how, but are also wonderful when it comes to giving advice and finding individually tailored solutions.
PMX: What new opportunities does the myLese app present to your Lesezirkel company?
UL: We now have the opportunity to adapt to our customers’ user habits and thus to keep up with the market. We’re in step with the customer’s mobile needs. Younger customers, in particular, feel understood and taken care of by display applications in their media usage.
PMX: Keywords: multiple rental, return and quality control. What are the advantages of the myLese app for your customers?
UL: In addition to their print issue, the customer now has all the benefits of digital reading. This means improved quality; the journals in the app are always up-to-date and available to multiple users at the same time.
PMX: Younger readers in particular are often unaware of the principle of the Lesezirkel. To what extent does the app offer an opportunity to pick up this target group and get them interested in reading magazines?
UL: Younger people often use smartphones or tablets. Our app offers a new reading experience in those everyday situations of waiting, through fast and uncomplicated access to a variety of magazines.
PMX: A frequent criticism of the Lesezirkel is that its service-product isn’t marketed more offensively – it needs a stronger public presence. What measures are planned to increase awareness of the Lesezirkel?
UL: We are constantly working on our public image and thus on that of the entire Lesezirkel sector. As part of our public-relations work, we sponsor the Aachen City Tennis Championships and support social projects such as McDonald’s Childcare. We are also represented at trade fairs such as Euregio Aachen. In the future we will increase our advertising in the area of social media.
PMX: Working with publishers is the basis for your Lesezirkel company. Has the relationship with publishers changed in recent years?
UL: Lesezirkel companies have been sales partners of magazine publishers for decades. We secure not only a constant circulation which the publishers can count upon, but also very large distribution areas, subject to only minor fluctuations.
The relationship with publishers is still constructive and very partnership-oriented.
PMX: The sales sector is experiencing certain difficulties, and the number of sales partners such as wholesalers and station bookshops is on the decline. What does this mean for Lesezirkel sales?
UL: It’s very important to stay on the ball. Future-oriented and customer-oriented offers have a key function. The “myLese” app is the latest innovation in the Lesezirkel sector.
PMX: Finally, a personal question: Do you yourself read magazines and journals in the print version or do you prefer the digital version?
UL: Of course I still really enjoy reading the print version, but naturally the digital version, too, when I’m on the go.
PMX: Thank you for the interview!
About the myLese app:
The digital reading offer is initially intended for the business customers of Lesezirkel –
doctor’s offices, hotels, cafes, hairdressers, fitness studios and many more. Using GPS tracking, magazines selected for the predefined waiting zones of these customers are unlocked and made available to those waiting, on their smartphone or tablet. Table tents, provided to their customers by the Lesezirkel, draw attention to the digital offer.
Several publishers already work with myLese GmbH, but they would like to bring further cooperation partners on board. If you are interested, please contact Mr. Ulrich Limberg, Managing Director of myLese GmbH, tel. 02 41 – 15 60 41 or info@mylese.de.
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