The Value of the Magazine Category to Retail
Why should retailers sell magazines?
* Magazines create a ?boomerang effect? by driving return shopping trips and generating incremental sales ? magazine buyers have more reasons to shop.
* Magazines create demand for the consumer products sold in grocery stores ? magazine advertising drives retail consumption.
* Magazine readers? demographics are appealing ? magazine readers are more likely to be affluent, educated, professionals and influencers = ?Elite? customers.
* Magazine purchasers are highly impulsive - 81% impulse vs. 19% planned. Optimum merchandising = max growth.
* 8 out of 10 households buy magazines ? high household penetration ? Magazine sales rank 30 out of over 400 categories tracked (Nielsen Top Categories).
Why are magazines so important to retailers?
* Magazines have high customer appeal ? high household penetration, frequently purchased.
* Retail?s finest customers are magazine buyers ? the category appeals to ?big basket? and ?influential? customers.
* Magazines are a area of high enjoyment in store ? improve customer satisfaction.
Source: MPA Retail Conference 2008