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June 15, 2018

‘Leveraging Everything’ Initiative Gathers Momentum, Part 2

by Karlene Lukovitz
Editor, MBR Daily Publishing & Retail News

During a 2018 MBR Conference session, Tim Humanik, SVP at national distributor CMG, reported that publishers and their distribution channel partners have already been incorporating elements from MBR's “What If We Leveraged Everything Magazines and Books Have to Offer?” presentation template — as well as real examples of innovative retail magazine and book partnerships that have been implemented — into actual recent presentations to retailers. (See "Part 1" for an explanation of the template and its purpose.)

Wholesaler TNG incorporated the presentation’s summary of category opportunities at retail and “good/better/best” methods that specific retailers could use publications to engage with consumers:


CMG also recommends ways a retailer could use publications to engage with shoppers, and then highlights specific examples of concepts that have been implemented in-store through publisher/retailer partnerships:

Bauer Media’s presentation includes select slides from “Leveraging Everything,” including one highlighting that magazines also sell other products in the store. To drive home that point, they show an image of a receipt that includes the price of a magazine, plus the costs of items needed to make a recipe in the magazine:


Hearst Magazines leverages the company’s array of brand assets in its approach, stressing it more than 118 million audience per month across media channels. They also list resources they can bring to a partnership with retailers and show actual in store implementations completed:

Meredith highlights its FSI magazine coupons and promotions involving digital display and, mobile apps:

Trusted Media Brands, Farmer's Almanac and Consumer Reports (shown in a combined image below), among others, have created custom-published content for specific retailers to support publication sales and simultaneously drive the sales of other retailer products:

Another example: AMI’s inclusion of a retailer’s private-label product, in a box called a “cover chip,” on the covers of OK! and US magazine copies sold at that retailer's stores, with a similar promotional call-out for the product inside the issue:

[Editor's note: "Leveraging Everything, Part 1" coverage, and an audio recording of the full session, are also available on MBR's site.]


MBR Publishing & Retail News
Original Articles
2018 Retail Conference
  MBR 2018 Wrap-Up
  Magazine, Book Shopper Research Lays Groundwork
  Common-Sense Lessons for Today’s Print Media
  Channel Leaders Report Innovation, Determination, Progress at Retail
  Publishers Talk SIP, Bookazine Opportunities
  Leveraging Everything, Part 1
  Leveraging Everything, Part 2
  Marketing Analytics Wiz Reveals Secrets
2018 Articles
  New Front End Focus Study Quantifies Profitability of Magazines, Other Power Categories
  First Priorities: Let’s Focus On Reinventing Our Marketing Approach
  What If We Leveraged Everything
2017 Retail Conference
  Newsstand Execs: It’s Time to Invest in Retail Partnership-Building
  Men’s Health’s Bean on Covers, Print’s Unique Value
  Achieving Relevance for Retail Success
  Books Going Strong, Even in Fragmented Retail Environment
  New SuperStudy: Magazines, Books Yield Strong Retail Profitability
  Channel Executives Focus on New Retail Opportunities
  Getting Attention in Today’s Retail World
  Mainline Study Finds ‘Huge’ Sales Opportunities

2016 Retail Conference
  PBAA, IPDA Agree to Merge
  Magazine Media Executives Propose Innovative Disruption at Retail
  Magazine Bright Spots at Retail
  Best Practices for Powerful Newsstand Covers
  Kantar Exec: Magazines Well-Positioned To Partner On Retail Solutions
  Print (And Digital) Books Are Doing Just Fine, Thank You
  Retailers, Channel Partners Discuss What Moves the Needle
  Research: Millennials Often Prefer Reading Print Vs. Screens

Nov. 30, 2015
  Fighting Back With Facts
2015 Retail Conference
  5 Things to Know About Newsstand Buyers' Economic Prospects
  How Magazines Engage and Turn Consumers Into Buyers
  How National Geo Leverages Social Media
  Takeaways from Day One of Conference
  Finding Opportunities in Retail's Transformation
Sept. 9, 2015
  IPDA Magazine Study, Article Summary
March 9, 2015
  Willard Bishop SuperStudy 2014
February 26, 2015
  John Cowley Q&A
December 17, 2014
  The Underlying Strength Revealed By Disruption
June 17, 2014
  Innovating at Retail: Recent Tests and Success Stories