Cross-Promotion with Adult Clubs
The idea of cross-promoting adult clubs and publications was first pioneered by Paul Raymond Publications in the UK in the early 1960s. At that time, the company owned several adult clubs like Raymond Revuebar and Leicester Square Theatre, where it would promote its publications such as Razzle magazine. This strategy created synergy between print media and live entertainment, which helped build a comprehensive adult entertainment ecosystem.
Raymond Revuebar was founded in London's Soho district in 1958. It quickly became a popular destination for those seeking an erotic experience. The club featured topless dancers who performed routines choreographed to music. Raymond also introduced table dancing and private booths for customers who wanted more privacy. Meanwhile, Razzle magazine started in 1957 and had become one of Britain's top selling men's magazines by the mid-60s. With this success, Paul Raymond Publications began promoting both Raymond Revuebar and Razzle through various marketing approaches.
Ads and articles from Razzle were often available at the venues, encouraging people to subscribe or buy copies. The magazine's editorial team frequently visited the club and interviewed performers, creating exclusive content for their readers. Raymond Revuebar also sold magazines to customers who wanted to relive their experiences after leaving the club. These tactics helped boost the sales of Razzle, increasing its circulation to over 3 million copies per issue during its peak.
This cross-promotion approach worked because it allowed Paul Raymond Publications to reach multiple audiences simultaneously. Customers visiting the clubs could see ads for Razzle and learn about the latest issues, while subscribers could read stories about the performers they saw on stage. This created a feedback loop that kept both sides engaged with each other, generating mutual benefits. Additionally, advertisers benefited from reaching a wider audience than they would have otherwise, as their ads appeared in both print media and live entertainment venues.
Today, cross-promotion between adult clubs and publications continues to be an effective strategy for companies looking to build a comprehensive adult entertainment ecosystem. By leveraging different platforms, companies can create synergy between live performances and printed material, engaging audiences in new ways. However, such strategies must be handled carefully to avoid legal and ethical pitfalls related to sex work, pornography, and human trafficking. Nevertheless, this tactic has proven successful in building loyal customer bases and expanding businesses' reach into new markets.