Magazine Publishers of America
From August 21 to September 6, Meijer customers who buy any two magazineswill receive $2 off their next store purchase
New York, NY (August 18, 2008)—Magazine Publishers of America (MPA), the trade association for consumer magazines, and supercenter retailer Meijer are partnering to test a major newsstand promotion, running from August 21 to September 6, in all Meijer locations throughout Indiana, Illinois, Kentucky, Michigan and Ohio. The program was announced today by Jeremy Koch, Executive Vice President of Consumer Marketing, MPA.
The promotion offers customers a $2 discount off their next purchase at Meijer when they buy two or more magazines in a single shopping trip. Meijer carries more than 1,800 magazines in its stores, and all titles qualify for the promotion. Marketing messaging for the campaign will focus on the unique benefits of the magazine reading experience, with the theme "Magazines Put the World in Your Hands."
Spearheaded by MPA, this promotion is notable because it involves the entire magazine category, including hundreds of titles across all subject categories. Funding for the effort is being provided by MPA and a consortium of leading publishers, including Bonnier Corporation, Condé Nast Publications, Hachette Filipacchi Media U.S., Meredith Corporation, The Reader's Digest Association and Rodale Inc. Planning for the initiative has involved all four national distributors – Comag Marketing Group, Curtis Circulation Company, Kable Media Services and Time/Warner Retail Sales & Marketing – as well as Distribution Services, Inc. (DSI). Merchandising support is being provided by Source Interlink Distribution.
Promotional support of the special offer involves:
• A special nine-magazine display bin at each store's entrance
• In-store signage at checkouts and mainlines
• Feature in Meijer's weekly circular
• An e-mail blast to Meijer customers and promotion on the Meijer website
• Full-page ads in local newspaper inserts
"The goal of this promotion is to bring additional attention to the magazine category at retail and to stimulate trial of new titles. And in light of the current economy, we believe customers will respond well to the kind of value-oriented program that we are testing with Meijer," said Mr. Koch of MPA.
"Meijer has always been a strong supporter of the magazine category," said Gerry Wilding, buyer/merchandiser for books, magazines, music and movies at Meijer. "We welcome this promotion as the kind of innovative marketing that is consistent with the Meijer brand."
MEIJER is a Grand Rapids, Mich.-based retailer that operates 182 supercenters throughout Michigan, Indiana, Illinois, Ohio and Kentucky. As the inventor of the "one-stop shopping" concept, Meijer stores have evolved through the years to include expanded fresh produce and meat departments, as well as pharmacies, comprehensive electronics departments, garden centers and apparel offerings. Additional information and the ability to shop for more can be found at www.meijer.com.
MAGAZINE PUBLISHERS OF AMERICA (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents more than 240 domestic publishing companies with approximately 1,400 titles, more than 80 international companies and more than 100 associate members. Staffed by magazine industry specialists, the MPA is headquartered in New York City, with an office of government affairs in Washington, DC.
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