The MPA magazine handbook for the US market is available now
Obviously there are different issues in Australia to the US still it is interesting. The main difference is the US retailer has little interest in magazines, generally they stock fewer and sell less then we do. To try to get retailer there more interested, the magazine supplier offers them a higher commission then here.
The other issue is that since they are from the magazine association they probably do exaggerate the results for magazines.
Having said that it is a fascinating detailed and well presented study.
What I thought was interesting is that it shows clearly that a magazine customer is a good customer to get. Both in that they buy more and they buy better items. It is a product worth having just to get people into the shop.
What is fascinating too is how much influence on people’s behaviour magazines do have!
Have a read .
