Newsstand Promotion Leads to 15-percent Rise in Magazine Sales
A joint newsstand promotion by Magazine Publishers of America (MPA) and wholesale distributor Harrisburg News led to a 15-percent rise in magazine category sales and a 25-percent increase in sales of nine titles that received special display support. Single-copy sales increased by 70,000 incremental units and generated an additional $325,000 in consumer revenue.
The promotion was held August 14 to September 5 in supermarkets Giant Carlisle, Weis, Wegmans, Darrenkamps and Bozzuto’s (formally Mattsons) located primarily in Pennsylvania with locations extending into parts of New Jersey, Maryland and Virginia. The nine titles with special display support included Cosmopolitan, Everyday with Rachael Ray, Glamour, InStyle, Men’s Health, More, Oprah, People and People StyleWatch.
The promotion, led by the MPA, offered customers a $2 discount off their next purchase when they bought two or more magazines in a single shopping trip. Funding for the effort was provided by MPA and a consortium of magazine publishers, including Conde Nast Publications, Hearst Magazines, Meredith Corporation, The Reader’s Digest Association, Rodale Inc. and Time Inc.
“In addition to increasing magazine sales, our principal goal was to create excitement around the category. Based on the enthusiasm shown by our retailers, this program generated that excitement,” saidSteven Etter, president/CEO of Harrisburg News, which coordinated the program. “The positive results can serve as a catalyst for promotions going forward.”
“This publisher-funded promotion brought additional attention to the magazine category at retail, and enhanced the revenue and profitability of single copy magazine sales for retailers and all of our channel partners,” said Ken Godshall, Executive Vice President, Consumer Marketing, MPA.
Harrisburg News Company distributes magazine, book and newspaper distribution to more than 2,000 retail store locations in Pennsylvania and parts of New Jersey, Maryland, Delaware and Virginia.