Magazine Publishers of America, distributor Harrisburg News team up to offer discount on magazines at East Coast-area supermarkets, Aug. 14-Sept. 5

Sandy Yang

NEW YORK , August 11, 2009 (press release) – Magazine Publishers of America (MPA), the trade association for consumer magazines, and wholesale distributor Harrisburg News are partnering on a major newsstand promotion running from August 14 to September 5. The promotion will take place in supermarkets Giant, Weis, Wegmans, Darrenkamps and Mattsons located primarily in Pennsylvania with locations extending into parts of New Jersey, Maryland and Virginia. The program was announced today by Ken Godshall, Executive Vice President of Consumer Marketing, MPA.

The promotion offers customers a $2 discount off their next purchase when they buy any two or more magazines in a single shopping trip. 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 Condé Nast Publications, Hearst Magazines, Meredith Corporation, The Reader’s Digest Association Inc., Rodale Inc. and Time Inc. Planning for the program has involved all four national distributors—Comag Marketing Group, Curtis Circulation Company, Kable Distribution Services and Time/Warner Retail Sales & Marketing—as well as Distribution Services (DSI) and wholesale distributor Harrisburg News Company.

Promotional support of the special offer involves:

*
A special nine-magazine display at each store’s entrance
*
In-store signage at checkouts and mainline
*
Feature in supermarket weekly circular
*
Promotion on supermarket websites

“This is a great initiative developed by the MPA to help drive sales while enhancing the relevance and excitement of the category. We’re sending a message to retailers that all the channels of the distribution industry are working together to help promote the magazine category and boost their bottom line,” comments Steven Etter, president/CEO of Harrisburg News, which is coordinating the program. “We’re proud to play an integral role in this promotion and will do everything possible to ensure the program’s success. Hopefully, the anticipated positive results can help serve as a springboard for similar promotions going forward.”

“The goal of this promotion is to bring additional attention to the magazine category at retail and to stimulate trial of new titles. In light of the current economy, we believe customers will respond well to the kind of value-oriented program that we are promoting with Harrisburg News,” said Mr. Godshall of MPA.

This retail initiative is an expansion of a test that launched last year, a partnership between MPA, member publishers and supercenter retailer Meijer.

Harrisburg News Company distributes magazine, book and newspaper distribution to over 2,000 retail store locations in Pennsylvania and parts of New Jersey, Maryland, Delaware and Virginia.

Magazine Publishers of America (MPA) is the industry association for consumer magazines. Established in 1919, the MPA represents approximately 225 domestic publishing companies with more than 1,000 titles, nearly 50 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.

* All content is copyrighted by Industry Intelligence, or the original respective author or source. You may not recirculate, redistrubte or publish the analysis and presentation included in the service without Industry Intelligence's prior written consent. Please review our terms of use.