PUBLISHING: Custom Magazine Sellout Success
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Pick ‘n Pay’s Fresh Living Magazine’s circulation continues to soar, despite increased competition and the tough times in magazine publishing.
The recession has caused the demise of glossy female titles like Femina and Real Simple Magazines in recent months, but Pick ‘n Pay’s magazine is shooting the lights out in circulation terms.
Already South Africa’s top selling monthly food magazine, it kicked up its circulation figures by a further 4% to 80 511 this quarter – with a year on year increase of almost 20% - proof that “customized content is what consumers want”.
So says John Brown Publishing’s Lisa Visser who says research done in the UK shows consumers spend 25 minutes on average reading a customer magazine which is equivalent to fifty 30-second TV spots.
“The research done independently by Millward Brown in the UK shows 66% of readers keep the magazine for a week or more. And while 63% of those interviewed feel that telemarketing is intrusive – only 8% feel that customer magazines are intrusive.”
She says the research shows that 73% of readers of custom published retail magazines take some action as a result of reading the magazine with 21% or them spending money as a direct result of receiving a retail customer magazine.
“This is exciting news for our advertisers who get incredible value from Fresh Living. Its cost per 1000 at a circulation figure of 80 511 is a very competitive R403.67 compared to an average of over R550 per 1000 for other food and women’s lifestyle monthlies. And the latest AMPS show Fresh Living has a readership of 266 000 or three readers per copy which is significant added value.”
Fresh Living is Pick ‘n Pay’s customised consumer magazine published by John Brown SA. It has bucked all trends with its sales soaring dramatically since it was launched in November 2007.
Fresh Living also won a silver award for Best Custom Magazine at the 2010 Admag Awards.
Its effectiveness in the SA custom publishing arena is testimony to John Brown’s global reach and expertise. It is the biggest global provider of magazine content for some of the largest companies in the world including Discovery, Bloomingdales, John Lewis, Amway and Disney with offices in London, Tokyo, Shanghai and Cape Town.
Fresh Living is an accessible food and lifestyle monthly aimed mostly at women who shop for their families.
“Fresh Living really speaks to consumers who are looking for a title that adds value to their lives and to their pockets and that will engage them with interesting articles and beautifully styled pictorials on food, travel, wine and more. The research shows 82% of Fresh Living’s readers are loyal and say they buy every issue of the magazine,” she says.
Aside from being the biggest seller in the food magazine segment, it is now also the 11th most popular monthly title overall and the 8th top selling women’s magazine in the country.
Visser says the magazine is more than just a “food” title in that it includes uniquely South African lifestyle features, photo essays and investigative news related reports while at the same time it showcases food and home product ranges and convenience meal options available at Pick ‘n Pay.
“Aside from family food and entertaining it also features great health topics and current issues as well as money matters, practical décor ideas and family fun.
Lyndsay Webster-Rozon, GM for Strategic Marketing at Pick ‘n Pay says “Fresh Living epitomises the look and feel, tone of voice and affordable cover price that are representative of Pick ‘n Pay’s positioning.“It is fresh, modern, family orientated, uncluttered, accessible, affordable, and iconically South African.
“And, it provides an excellent platform for the brand to communicate and educate customers and establish an ongoing dialogue.”
“The magazine showcases seasonal produce, tips and solutions and products available in store. Consumers can generate a menu and a shopping list from the magazine, all of which directs them to Pick ‘n Pay’s stores and the wide range of products they have on offer.”
Both believe the magazine’s ongoing success shows that it is delivering against its initial promise, both in terms of content and value for money.
“Fresh Living magazine is not a free magazine but is a conscious purchase by consumers. This ensures that our readers are receptive to and engaged with the content. Consumers love the affordability of the magazine and often write in to comment on how useful the recipes are from both a product and price positioning,” Visser adds.
Fresh Living is actively promoted through Pick ‘n Pay’s digital channels - website, email campaigns, in-store plasma screens at till point, in-store radio – and a recently launched digital newsletter using the Fresh Living brand, which is sent out monthly to a database of 200 000 customers
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