CHOICE magazine makes some poor choices
Posted by MattE on 26 Aug 2008 at 05:56 pm | Tagged as: Marketing, Web, consumer engagement
I was looking at this page CHOICE - GPS: car navigation review mainly because I am looking at one of those fangled GPS units.
But there are two aspects about this page that cause me to question what the Powers That Be allow staff to get away with.
The first is this image:
Call me a road safety pundit, but having so much of the forward vision obscured by EIGHT GPS units (there is one missing - they tested nine) MUST have attracted the attention of the police.
And it this a way to compare units? It is not as if the driver (they mention tester - in the singular, so no passenger) could make comparisons at a glance, and if they were the talking style, then that would have been an added distraction!
The second aspect that needs attention from Choice and ina strategic commercial consideration, is how people can access reviews.
Why must I sign up to me a member and pay a recurring $21.95 every quarter when I should be able to purchase just this one report for say $2?
Today micro payment are common (oh bring back the St George Bank ecash system!) so that people can easily fork out this amount and get the information they want.
Currently they get no money from me ,even though I want the review (certainly not for $21.95) and they will not for this comparison either. I’m off to the library next time I am in town and will read the free copy there.
