…”one of the best yet!”
… “valuable shopper insights”… “
These are just a few of the comments that came out of the recent Magazine and Books at Retail (MBR) conference in Toronto on October 23. The conference packed in some powerhouse speakers who had real value to offer.
Dr. Dave Williams, astronaut, aquanaut, pilot, surgeon, CEO and author of Defying Limits: Lessons from the Edge of the Universe, was so inspiring with the message that we all want to make a difference and we just need to step up to do it. Jeff McNulty, Vice President at Presse Commerce spoke passionately about how magazines continue to take a central role at their retail stores and how they are important to consumers. Amar Sing from Kantar Retail provided some valuable insights into the Canadian retail landscape.
So many nuggets of information and value provided that we could write a book. (or at least a lengthy paper). However, we know people are busy, so here are the Industry Action Group’s Top 5:
Magazines are still very important to retail
It was great to see that magazines are still very important and relevant to retailers in Canada. This was evident in listening to Jeff McNulty of Presse Commerce and looking at the pictures of the winners of the IAG Retailer of the Year Awards. Retailers appreciate recognition of their efforts. The category responds when there is a supportive supply chain and engaged retailer. And yes, category has legs but it requires attention. We as an industry have a publicity issue. Magazines and books, must find a way to celebrate and publicize their successes.
Geographically, Canada has a larger land mass than the United States, however the reverse is true in terms of population density. Canada hosts 10% of the entire North American population, with 36.4 million people country-wide, but produces 12.8% of the English language sales on the newsstand! This becomes even more impressive when you add in the fact that French is the mother-tongue of about 22.3% of the Canadian population or about 7 million Canadians. The majority of the French language population reside in the province of Quebec and of that 7 million, 4.5 million only speak French and as such are not consumers of English language magazines!
MagNet 2018 will take place Wednesday, April 25 and Thursday, April 26th in Toronto.
Canada’s Magazine Conference, MagNet, is North America’s largest gathering of magazine media stakeholders. Of special interest this year is a session moderated by our very own, Craig Sweetman. Recent research from BrandSpark International turns the page on assumptions about magazines at retail. The BrandSpark research findings, Magazine Resilience: Who’s Buying at Retail? reveals how retailers and publishers can leverage magazines to enhance the overall shopping experience.
Other sessions of interest Wednesday, April 25
Global Intensives – The Economist: Doubling Down on Circulation to Grow Audience and Profits
How Canadian Marketers Can Leverage Data for Greater Profitability
Thursday, April 26
Global Intensives – Magazine Media: Better. Believe It.
Check out the MagNet 2018 information in greater detail by clicking here.
Advertising in magazines has long been known to get results for advertisers. Magazine readers like seeing ads in magazines and retain that information more than with other advertising. The curated content in magazines attracts readers and the ads that accompany that content are relevant to the readers.
So then, what is going on with advertising today, in this ‘digital world’. Has it changed, or has the perception just changed?
A recent national survey of shoppers and retailers conducted by BrandSpark International for Magazines Canada shows some interesting behaviour around magazine purchasing at retail.
Click here to view the entire article.
What market share percentage do you think Canadian English language titles represent in the Canadian Retail marketplace?
Many people would assume that due to the prevalence of American and International publications at retail that the number would be less than 10%…well the reality is that those people would be wrong.
Since 2000, the market share percentage for Canadian publications has grown consistently from less than 10% in 2000 to almost 19% at the end of 2017 as per below.
o Prior to the year 2000 this number was less than 10%.
o 2009 was 13.2%.
o 2011 was 16%.
o 2016 was 17%.
o 2017 was 18.8%.
What this illustrates is the vibrancy, strength and creativity of Canadian publishers in investing in new ideas and new publications to serve the Canadian consumer.