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2007-09-01 14:51:00

Well, how did it do?

I remember reading in July about the new Diner’s Magazine that your company and The Wichita Eagle put out. How did the first issue do? Can you explain again exactly how it works?

Answer: To your first question...very well, thank you. To a publisher, if the next issue is out and ready for purchase or subscriptions, it has done very well. The new single issue copies of our October issue are in the stores, and new annual subscriptions are being taken on-line at www.dinersmagazine.com. We have received hundreds of subscriptions, and the restaurants that we featured were “covered up” in the redemption of $10-off coupons. To your second question...here’s how it works: Diner’s Magazine is a new publication concept sponsored by The Wichita Eagle and published by Chart Marketing, Inc., who also is the publisher of this publication, The Q & A Times. For many years one has been able to get coupons for a variety of fast food items, like burgers, tacos, sub sandwiches, etc. Seldom however does one get coupons of much significant value from the finer dining establishments, for more expensive dining fare. Now you can. In fact, in each issue of Diner’s Magazine, there are more than $400 worth of coupons, each worth as much as $10 or more in value, and valid for as long as January 31, 2008. Diner’s Magazine is a publication that showcases several of Wichita’s premier dining establishments, in what we call, a ‘controlled-editorial style’. Interviews with owners, managers and chefs, are blended with articles, recipes and photos for a most interesting read. The coupons in the back of the issue add huge value to this most unique publication. We only print a limited number of magazines for each issue, but with the number we print and $400 in coupon savings in each, it works out to potentially more than $12 million worth of savings to consumers! Each issue is featured in its entirety on-line at www.dinersmagazine.com. You can get there with your browser or click the link on the home page of The Wichita Eagle, at www.kansas.com. Once there, click the ‘Wichita’ link on the opening page of the site. While the coupons in the back are watermarked and cannot be printed, you can see the tremendous values prior to subscribing or buying a single issue. After your review, you can purchase the current issue at Wichita Area Kwik Shops, Homeland and Leeker’s Family Foods’ locations for $9.95 each, or you can purchase an annual subscription on-line for $29, which includes four quarterly issues, saving more than $10 off the single-issue prices. With as much as $400 in coupon savings in each issue, you end up getting as high as a 40 to 1 or 60 to 1 return on your money, depending upon whether you buy a single issue or an annual subscription. There is also a ‘Deal of The Day’ featured each day on the site that is not advertised elsewhere. It is good for the day it is featured only. Once the link is clicked, the offer appears on screen as a pdf. You merely print it and take it with you to the restaurant and present it as you would any other coupon offer. Wichita is the home to more fine dining establishments per capita than nearly any city in the country. This of course makes it great for the consumer, but sometimes not as great for the restaurants. In addition to the vigilance restaurant management must continually display over quality, service, price, selection and consistency, they must also continually market to attract new customers. Of all the types of marketing available to them (advertising, merchandising, public relations and promotion), none work as great as promotion...the process of creating sampling of a product or service in order to develop long-term users. Giving away a sizeable portion of what they sell is the best way to do this. Many of these coupons are good for $10 off the food portion only of any ticket totaling $30 or more, that includes two or more entrees, where such ticket total does not include sales tax or gratuity. Because the average ticket at most fine dining establishments is at this level or more, this is a most legitimate savings. Redeem one coupon and you have your single-issue price back with 39 coupons left; or redeem three coupons throughout the year in an annual subscription and you have your money back, with 157 coupons left. The mix of restaurants change for each issue. There are only a limited number that can be featured. The restaurants featured for our new October issue are: Black Angus Grille, Chisholm’s, El Gaucho Steakhouse, Kobe’s Steakhouse, Legends, Monterrey, Old Town Martini Steakhouse, Palomino Grill, Piztros, Red Beans Bayou Grill, Red Rock Canyon, Red Robin, Scotch & Sirloin, Ted’s Montana Grill and Yia Yia’s. You may also sign up for e-mail updates about new offers and restaurants in Wichita and other soon to be published Diner’s Magazines in other cities.