Retail

In August 2008 MPA quarterbacked an innovative industry-wide promotion at Meijer supermarket stores. Consumers were offered a $2 discount on future store purchases if they purchased two magazines. The promotion lifted sales for the entire category by 8%, including lifts of up to 50% for nine magazines receiving special featuring. The test will be expanded in 2009 in response to retailer requests for additional promotion support.

MPA hosted the 13th Retail Conference in March 2008, attracting 500 industry executives in a two-day meeting event featuring one on one meetings between retailers and publishers, and a plenary session that focused on channel and category issues. MPA commissioned two research studies that were presented at the conference. WSL Strategic Retail research confirmed that magazines enhance the shopping experience and encouraged the sale of other products in the stores. A second study conducted by Willard Bishop indicated that magazines generate more sales and profits than any other checkout category including candy and gum.

Subscriptions

MPA collaborated with the Direct Marketing Association (DMA) to provide consumers with additional tools to make their mail preferences known. Publishers supported Consumer Commitment to Choice, a program to communicate consumer choices clearly and consistently in direct mail promotions. Standardized mail preference language will be rolled out in 2009 by all DMA members.

MPA also provided advice and direction in the relaunch of DMA’s Mail Preference Service (MPS) website. At our suggestion a separate category for magazine opt-outs was created. The MPS website allows consumers to opt out of mail efforts from individual magazines, magazine companies, and the entire industry. The website service is offered free to consumers.

In support of the increasing importance of web marketing to circulation growth and profitability, MPA sponsored three professional development seminars focusing on best practices for internet subscription marketing. The sessions were well attended and highly rated by participants.

The Internet Working Group was established to accelerate the pace of change and innovation by bringing together key executives from leading publishers to share information, brainstorm, identify best practices, and collaborate on initiatives that will serve the industry.

To gain further insight into the growing importance of the internet to circulation marketing, MPA conducted a benchmark study of trends in web based subscription sales at roughly 150 member magazines. We also supported a second round of research from Audience Lab, which continues to build insight into the way in which magazines are picked up and read in public places.

Environment

The MPA expanded its efforts to promote consumer recycling of magazines. New public service ads were developed as part of the “Please Recycle” campaign calling on consumers to recycle their magazines. The ads and other messaging were supported by MPA member publishers.

MPA promoted the use of a new tool to help publishers evaluate and select environmentally preferable paper. The Environmental Paper Assessment Tool (EPAT), made available for the first time in 2008, is a web-based, data-driven tool that considers key environmental performance indicators across the supply chain of paper production. It was originally developed by a consortium of major corporations including Time Inc. EPAT was made available to MPA members at a significant discount.

MPA disseminated information on environmental initiatives within the publishing industry for the use of environmental stewards at each publisher. Using a Q& A format, the document reviewed industry efforts to lessen environmental impacts through magazine recycling, reducing unsold newsstand copies, and identifying environmentally preferable paper.

Professional development efforts sponsored by MPA included a seminar focusing on draw management and a session on carbon footprint. Additional environmental offerings are under consideration for 2009.