Buy me, buy me
Shelf displays and other point-of-sale promotions may help set tills ringing, but many magazine publishers are routinely spending on in-store promos they don’t believe in and don’t really want. Jo Bowman looks at why.
Source: InPublishing Magazine May/Jun 2009
Publishers and retailers talk about the need for retail theatre. A bit of colour and a bit of pizzazz will bring the category to life, boost the brand and increase sales. Well, that’s the theory. The downside is that it takes a lot of work and doesn’t come cheap. David Stam looks at the pros and cons.
Source: InPublishing Magazine Nov/Dec 2008
Hooking the Shopper In-Store
Trying to second guess the thought processes of the consumer as they progress through a store is an ongoing obsession for retail marketers. Recent research from Marketforce seeks to shed light on what impact in-store promotional mechanics have on magazine purchasing behaviour. Christina Lucas and Natalie McCaffery summarise the key findings.
Source: InCirculation Magazine May/Jun 2008
Apparently 70% of magazine purchase decisions at retail are made in the shop! With such a high degree of impulse involved, it puts a lot of pressure on publishers to be creative with their point of sale promotions. Richard Howard looks at what we can do to increase our chances of being noticed in-store.
Source: InCirculation Magazine Jan/Feb 2008
POP and the PDA
Controlling the presentation of your newspaper at retail is central to maximising sales. Archant Norfolk has recently given its field sales teams PDA technology to help improve the effectiveness of their calls and the quality of the information coming back to the sales managers. Philip Preston looks at the rationale behind this move.
Source: InCirculation Magazine May/Jun 2007
Take the promise of lots of scantily clad girls and a target market of young men, and you have a fairly simple marketing proposition. Don’t you? Well, not necessarily. Tight budgetary controls, an over crowded category and increasingly censorious retailers have made the task of marketing FHM harder than it once was. Patrick Horton looks at FHM’s POS strategy.
Source: InCirculation Magazine Jul/Aug 2006
Standing out from the crowd
It is often remarked that, for such a creative industry, it is surprising how badly publishers let themselves down at point of sale. Yet, says Colin Massie, taking steps to ensure your title is noticed at retail can make all the difference to the bottom line.
Source: InCirculation Magazine Jan/Feb 2006
Eyes and ears
The UK newsstand is worth approx £1.6bn a year in terms of retail revenue and how our titles are handled at the 55,000 odd retail outlets is fundamental. Yet how much control do we have and how much influence do we exert at the retail sharp end? After all, to quote Robert Burns, “the best-laid plans of mice and men often go awry.” James Evelegh looks at how using the services of merchandisers can assist publishers in maximising their retail performance.
Source: InCirculation Magazine Jul/Aug 2005
Bills Sell Newspapers – ‘Exclusive’
With a growing trend towards casual purchase, our interaction with potential purchasers at the point of sale becomes ever more important. If we can grab their attention then the likelihood of sales is increased. Newsbills are, to varying degrees, part of most publishers’ operations. Roger Winfield assesses recent research in the North East which attempted to highlight and quantify the link between bills and sales.
Source: InCirculation Magazine May/Jun 2005
Bill writing – a dying art?
Newspaper bills used to be a staple of newspaper marketing and the hand writing of them was a rite of passage for young circulation execs. Roger Winfield says that, with the decline of home news delivery and with newspapers increasingly being purchased on impulse, the well crafted bill is as important today as when he first started in the business forty seven years ago.
Source: InCirculation Magazine Nov/Dec 2004
How your title is displayed and promoted at retail is of the utmost importance. Publishers invest heavily in retail promotional schemes and then spend sleepless nights worrying whether the agreements they’ve just entered into are worth the paper they’re written on. Are those sleepless nights justified? Jim Bilton weighs up the evidence.
Source: InCirculation Magazine Nov/Dec 2004
Retail promotional spend – who benefits?
To shed more light on this area, the PPA commissioned Wessenden Marketing to interview the major buyers of retail promotional schemes. The aim was not to assess the actual effectiveness of retail promotional schemes, but to pin down more objectively the key trends and issues behind the spend.
Source: InCirculation Magazine Jul/Aug 2004