The Real Story About Print Sales at Retail
● Technology, including sales' scan data, allows for maximizing magazine selection and sales.
Fact #3: Digital and print are complementary, not cannibalistic!
● Growth in formats other than print is only rapid when measured in percentages, not in aggregated numbers, while in these early adoption days.
● No mathematical relationship exists between newsstand losses and gains in other delivery platforms.
● More than three-quarters of those reading magazines digitally still express a desire to own a print copy.
● A publisher's obligation is to extend its brands, not replace them.
● Newsstand issues remain relevant and recognizable by being extended into all the other ways people consume media.
● Publishing ownership continues to invest in its print brands, and support retail sales.
Fact #4: It's the economy, stupid!
● Every economic environment is unique—don't be fooled into thinking you can predict future trends by past performance.
● Did you ever try to track gasoline prices and overlay magazine sales at retail? Try it.
● Purchasing habits have changed in this economy—we need to learn from this, and think outside of the box to find our readers wherever and whenever they shop.
● In a 1% + 99% socioeconomic world, it is vital to know which audience you are targeting, and have the right product, at the right price, in the right stores, at the right time.
● Many vital U.S. brands began in tough economic times, and have survived and thrived as the economy recovered.
So do you still think that digital is "cleaning our clock?" Well, you're wrong … and there's so much more that you should know. Come to our Publishing Business Conference & Expo panel in New York on March 20 at 1:15 p.m. (visit PublishingBusiness.com for more information), and also join us at the 2012 Retail Marketplace Conference in Baltimore, June 10-12 (visit PBAA.net for details). PE