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Supermarket Strategy Aims to Lift Magazine Sales

18 Aug 2009

US consumer magazine association, Magazine Publishers of America (MPA), is partnering with a major wholesale distributor for a significant newsstand promotion.


The promotion will take place in various supermarkets, and offers customers a US$2 discount off their next purchase when they buy any two or more magazines in a single shopping trip.


Marketing messaging for the campaign will focus on the unique benefits of the magazine reading experience, with the theme "Magazines Put the World in Your Hands."


This promotion is notable because it involves the entire magazine category, including hundreds of titles across all subject categories. Funding for the effort is being provided by MPA and a consortium of publishers including Condé Nast Publications, Hearst Magazines, Meredith Corporation, The Reader's Digest Association, Rodale and Time Inc.


This retail initiative is an expansion of a test that launched last year, a partnership between MPA, member publishers and supercenter retailer Meijer.


In Australia a ‘Magazine Combo Pack" is being trialled by newsagents, reports the Australian Newsagency Blog.


According to a posting on the blog, ACP Magazines is promoting the Australian Women's Weekly and Good Health in a newsagents version of a combo pack for $10.95. This bundled offer saves the consumer $2.80. The trial should give ACP sales data with which to asses bundled offers.


Magazine combo packs such as this are popular among UK publishers, particularly in supermarkets.



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