The long days of summer have us in search of and enjoying a variety of experiences. Music festivals, action-packed movies, summer cuisine, fun fashion and various other outdoor activities and yes, road trips. Holidays provide more leisure time for these activities and magazines are a great resource for our passions, providing inspiration, information and ideas.
While there is no doubt that we’re consuming media differently today than we did even five years ago, there remains the tactile love of something you can roll up and throw into a beach-bag and not worry about whether it’s going to survive the sand and water. As we travel into the dog days of summer, here’s a look at some of the best reading for relaxation.
What does that mean for magazines at retail? Like most things, and magazines in particular, they need to be seen to be sold. With all of the varied interests and options for magazines, it is difficult at times to give all of them front and center exposure. Exposure necessary to sell copies. Often magazines that may not be as well known, or may not appeal to the person displaying them, may get relegated to the back. Lucky for some of these magazines, however, they have a loyal following and fans will seek out the new issue.
Merchandising magazines at your store? Shaking up your magazine merchandising at times and changing up the display to include a slightly different variety of titles at the front of any rack, while still keeping within category, could spark shopper interest. Typically, when changing the display, the old magazine will come out and its replacement is merchandised in the exact same spot. Visual change and interest suffers with this practice, however. By changing up what your shoppers see on the mainline may attract them and spark a new interest. It is just smart practice, therefore, to take out the older magazine within any category, move back remaining magazines that still have a few weeks on sale and place the new magazines in the front. You will gain more exposure for each title, create some new fans and likely gain more sales as a result.
April showers bring May flowers, but this April also sees the launch of a new print magazine!
It’s been no secret that many people are still naysayers of the physical magazine, but when a major publisher launches a new magazine, you know they are doing it with a lot of planning and forethought. They back winning products and this new magazine will be that also. Meredith magazines are some of the best-known home & lifestyle magazines at your store checkouts and mainlines everywhere. This newest publication “Happy Paws” will catch loads of eyes with its 100-page, high-quality first keepsake issue . Produced by Fear Free, a veterinarian-led organization, it is sure to have not only access to adorable animals, but the opportunity to publish articles that may be more fact-finding, and research driven as opposed to humanitarian short stories. As for Meredith’s decision to partner on the launch, Mortimer says that “We know that pet content is one of the best-selling categories in our Special Interest Media Group. We also know that pet coverage across our Meredith brands from People and Real Simple to Southern Living and Family Circle is extremely popular.” 1
IAG group member and President of Magazines and Books at Retail, (MBR), Jerry Lynch just published an article: First Priorities: Reinventing Our Marketing Approach. It’s a call for channel members to work together to collaborate like never before! He writes: ” It will require collaborating like never before to drive an innovative, coherent marketing initiative that aligns with, supports and leverages the “360 degree” and “consumer-first” paradigms now driving the media and retail businesses.”
It will require that publishing and distribution players cooperate and work actively with retailers to introduce fresh, effective strategies for harnessing the unique content and audience strengths of magazines and books. By that, I mean harnessing these in all of the ways and all of the channels that both retailers and publishers now use to engage with and market to consumers.
Members of Magazines & Books at Retail — active national distributor, publisher, wholesaler and retailer executives alike — have made a start. They’ve spent significant amounts of time working together to identify opportunities to test new insights, opportunities and approaches at retail. Now we need to marshal the troops and get them into the field.
These pros see the opportunities, as well as the challenges. They know that 80% of all commodities sales still occur in bricks-and-mortar stores, and that magazines and books are still read by 90% of the population.”
Jerry suggests we leverage everything. Yes, the industry has challenges, and yes, it also has opportunities. If we tap into the potential, we realize that the category can bring excitement to a retail store and the shoppers that shop them. Click here to read this engaging article.