The Real Story About Print Sales at Retail
In a frenzied, media-rich world, it becomes very easy to embrace each new content-delivery system as though it will become the next, and only, big thing. Massive investments? Of course. Proven results? Not so sure. Strong revenue streams? Not yet. Paywalls rather than free content? Still hoping.
Yet print continues as a thriving, profitable business for publishers; so what's the real story about print sales at retail?
Fact #1: Consumers LOVE print magazines—and value them!
● 84% of U.S. adults read magazines.
● Print brings knowledge and passion together, in an affordable, portable, tactile package that delights the eye and the mind.
● Readers have a long-term commitment to print brands, with loyalty that's proven with full-price issue purchases at retail.
● In a world of technology temptations and distractions—social media, Web, tablets, e-readers and even television—millions of people purchase magazines every week, spending lots of time with each issue, and sharing with friends and family.
● Consumers trust advertising and editorial in magazines more than any other media.
Fact #2: Savvy Retailers LOVE print magazines—and value them!
● Magazines offer superior profitability to retailers, especially when viewed versus other general merchandise categories.
● Retail magazines sell at "full price," so consumers vote for their print passions with their wallets.
● Each magazine issue is a "new" product with great visual appeal; a cover is perceived by the consumer as the gateway to a new experience to explore. Hundreds of "new" products are delivered to retailers each week.
● Magazines are still good value, allowing customers to enjoy a low-priced "treat" in hard times.
● Consumers buying magazines return to the store and purchase featured recipe ingredients, project materials and supplies, featured fashion and accessories, etc.
● Marketers are just beginning to tap the vein of enhanced sales of other products at retail through leveraging the brand value and trust of magazine advertising and merchandising and digital tie-ins.