IAG group member and President of Magazines and Books at Retail, (MBR), Jerry Lynch just published an article: First Priorities: Reinventing Our Marketing Approach. It’s a call for channel members to work together to collaborate like never before! He writes: ” It will require collaborating like never before to drive an innovative, coherent marketing initiative that aligns with, supports and leverages the “360 degree” and “consumer-first” paradigms now driving the media and retail businesses.”
It will require that publishing and distribution players cooperate and work actively with retailers to introduce fresh, effective strategies for harnessing the unique content and audience strengths of magazines and books. By that, I mean harnessing these in all of the ways and all of the channels that both retailers and publishers now use to engage with and market to consumers.
Members of Magazines & Books at Retail — active national distributor, publisher, wholesaler and retailer executives alike — have made a start. They’ve spent significant amounts of time working together to identify opportunities to test new insights, opportunities and approaches at retail. Now we need to marshal the troops and get them into the field.
These pros see the opportunities, as well as the challenges. They know that 80% of all commodities sales still occur in bricks-and-mortar stores, and that magazines and books are still read by 90% of the population.”
Jerry suggests we leverage everything. Yes, the industry has challenges, and yes, it also has opportunities. If we tap into the potential, we realize that the category can bring excitement to a retail store and the shoppers that shop them. Click here to read this engaging article.
Often we see the magazine covers in stores, but we really don’t think that much about them, what goes into the making of a good cover or how a magazine decides upon a particular cover.
New York Times magazine has an interesting new project. In their new video series, “Behind the Cover”, they are documenting the creation of the cover images. For the whole story, click here and for the story behind the April 29th cover, click here.
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!
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?
Did you ever wonder what the market share was for English language publications was per province versus the percentage of English language as 1st language speakers there were in Canada?
Well we have the answer for you in the chart below?
The highlighted provinces/territories outperform in terms of market share of copies sold versus provincial/territorial population versus overall Canadian population.
Also very interesting is the number of copies sold per person per year on average is highest in the Yukon and the Northwest Territories. We would hazard a guess that this has a lot to do with limited activities available.
Source: CTC Boxscore
Have you ever clicked on ‘click-bait’? Ever read fake news, without realizing it? (Although, how would you know, really?) Ever shared fake news and then got called out on it? Embarrassing, right? Read more
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.
Intriguing to me is this article about our relationship with digital. How the fantasy, that digital made everything better, is coming to an end and that we are at the start of introducing more analog media back into our lives. I would have to say that I agree with the author’s opinion. Do you? Click here to read the article.