Magazine Publishers of Australia (MPA) announced phase two of the biggest newsagent exclusive magazine promotion ever undertaken in the country.
Launching in February and backed by Australia’s three largest publishers; Bauer Media, Pacific Magazines and NewsLifeMedia, the first stage of the campaign focused on the weekly magazine category with outstanding sales results generated for the country’s top weekly magazines: Woman’s Day, New Idea, That’s Life, Take 5, Who and NW.
Mary Ann Azer, Executive Director of the MPA, says, “This is a strategically important and timely industry first for the MPA. The campaign is set out to drive passion and excitement back into the medium and the channel – and with it sales for our supporting publishers. The initiative has certainly caught the imagination of our 1,700+ newsagency partners and the results so far are impressive.”
A highlight from the campaign’s first stage included strong creativity and initiatives from newsagents to optimise their in-store displays. Clayton Newsagency, VIC, arranged with their local Holden dealership to display a Holden Barina within their store which generated unprecedented customer interest and sales for the store.
Helen Dowling, National Manager of Newspower Newsagents Group said, “The MPA promotion has been supported very well by our stores, with many stores creating brilliant displays to ensure that their customers were well aware of the exceptional prize of a car. This promotion has reiterated and reinforced to the shopper that newsagents are truly destinations for magazines.”
Peter Zavecz, Chairman of the MPA said: “The success of this promotion is testament to the MPA’s commitment to drive foot traffic for magazines. This is the first time the country’s top magazine publishers have united and by doing so, we have brought this initiative to over 9.3 million magazine readers. We are delighted with the first month’s result.”
Following on from the impressive results seen across the weeklies promotion, the March 2016 campaign will focus on the Home and Lifestyle category involving six of Australia’s biggest selling home titles. This will include Better Homes & Gardens, Australian House & Garden, Real Living, Home Beautiful, Vogue Living and Inside Out with a combined readership of over 2.9 million readers.