Changing the Channel: Perspectives on Magazine Category Priorities for 2008

By Karlene Lukovitz

What magazine category challenges and opportunities should be top priority for the coming months? Publisher, national distributor and wholesaler executives share their viewpoints.

Tight Economy Should Work in Paperbacks' Favor, Say Publishers

By Karlene Lukovitz 

Paperbacks' value as inexpensive entertainment is one of several factors working in favor of a strong 2008 for books, say publishers.

Retailer Q&A: Meijer's Gerry Wilding

Meijer buyer/merchandiser Gerry Wilding talks about the retailer's perspective on books and magazines, and his take on opportunities for further enhancing the categories' performance.

Industry Update  

Magazine Efficiencies Up 3.4 Points, to 39.6%, in 2007

The average sell-through rate for magazines jumped by 3.4 percentage points, to 39.6%, according to a year-end analysis by John Harrington, editor of The New Single Copy.

New Grocery SuperStudy: Magazines Yield 16.3% of GM True Profit

Magazines drive 6.4% of general merchandise (GM) sale, but yield 16.3% of true profit, according to the 2007 Grocery SuperStudy by Willard Bishop.

Retail Conference Spotlights Consumer Trends

Speakers at the 2008 MPA/IPDA Retail Conference (March 30-April ) will include Yankelovich president and trend-watcher J. Walker Smith speaking on consumer trends driving retail and media changes and Wendy Liebmann of WSL Strategic Retail sharing key findings from her ground-breaking "How America Shops" study.

Data Track 

Magazine Briefs

TV Guide and Cheez-It Crackers ran a two-week marketing program centering on displays in 2,200 Kroger stores, starting February 5th. The 54" high X 20" wide displays held 24 boxes of the crackers and 20 copies of the February 11 issue of TV Guide. Consumers were offered an in-store coupon for a free box of Cheez-Its with purchase of the magazine. The issue featured two collectible holographic NASCAR covers of Dale Earnhardt Jr., plus a holographic back-cover ad featuring the #5 Cheez-It/CARQUEST Chevrolet...ESPN The Magazine will mark its 10th anniversary with a double-sided commemorative March 24 issue (on newsstands March 12th). The issue will include five covers of iconic athletes of the past 10 years and five covers of athletes expected to be the icons of the next decade. The event is also being promoted with a one-hour TV special and special Web site content, including a digital, searchable archive of the first 10 years' content.

Book Briefs

George Fisher, VP, director, adult mass merchandise sales for Random House, is retiring after 35 years. Fisher also served for many years as an IPDA board member. "George will be sorely missed by all at IPDA," said Michael Duloc, president and CEO of Kable Media Services, Inc. and president, IPDA. "He has made so many contributions, including being at the forefront in defining the benefits that books and magazines generate for the retail community. We greatly value his friendship, and wish him all the best in retirement." Fisher will be succeeded by Tom Cox, who joined Random House in 1991 and has been VP, mass merchandise for children's books since 2001.

People

Kable Distribution Services has named Charles J. Walker senior VP, circulation and marketing. Walker, formerly managing partner of Media Edge LLC, replaces Bill Zechman, who is retiring in April...Condé Nast has named Laura McEwen publisher, Teen Vogue.