By Jerry Lynch, President, MBR
The magazine category has been experiencing reduced display presence in retail outlets, as retailers cut back checkout pockets and downsize or eliminate mainlines.
Often, the category is not afforded a seat at the table, or an opportunity to provide valuable data and consumer insights, when store-planning decision-makers are considering changes.
There has never been a greater need for impactful, results-focused and timely action.
MBR members agree that the key is a compelling narrative based on current, independent consumer research that can be used to systematically reach out to retail decision-makers and reaffirm the exciting, positive consumer and profit story of magazine sales at retail.
We seek to provide the industry with fresh data and insights that call out the core strengths of the category with credibility and authority, and drive home the opportunities that exist to leverage those strengths to grow retail sales of magazines.
This industry effort will be the linchpin in a concerted, cooperative effort to reach upper retail management and challenge misperceptions by powerfully conveying that magazines are a profitable, consumer-centric category ready to align with retailers’ go-to-market strategies.
MBR has been working with leading shopper and field-marketing firm Advantage Marketing Partners (AMP) and retail research and consulting firm JL Buchanan (JLB) to conduct research to dig into the dynamics behind magazine purchases.
This new research will be supplemented with research and insights from magazine media companies.
AMP, using its deep retail marketing experience, will be tasked with employing the research outcomes to craft a narrative that resonates with retailers in today’s radically shifting marketplace.
The final product will be structured to emphasize the magazine category’s benefits, including:
*Strong consumer relationships and engagement based on exceptional product quality/trusted content;
*Strong profit metrics;
*Opportunities for growth; and
*Alignment with retailers’ marketing strategies.
We will provide consistent, transparent reporting on our plan and its progress and results, and we will encourage questions and feedback before and during this crucial initiative.
This new Magazine Category Advocacy program is designed to move the needle in ways that benefit all publishers that want to preserve and expand their retail circulation/revenue streams, as well as every distribution partner.
The research will take approximately nine weeks to complete, so we need to get started now to begin retailer outreach early next year.
As you know, quality, persuasive research is always costly.
MBR is asking all with a stake in the channel to invest in its very future by supporting this program.
When MBR reaches out to you, please consider a sponsorship. Or contact Jerry Lynch firstname.lastname@example.org.
We will of course be happy to answer any questions and share more specifics.