New Study: Magazines Enhance
the Shopping Experience
A proprietary new study was unveiled by Wendy Liebmann, Founder and
CEO, WSL Strategic Retail, at the 2008 Retail Conference. The research,
commissioned by Magazine Publishers of America (MPA) and conducted as
an adjunct to WSL’s prominent biannual study “How America
Shops,” provides a detailed look at the changing dynamics at retail
with additional research on the role that magazines play in shaping consumers’ in-store
experiences. The 2008 Retail Conference is co-produced by MPA and International
Periodical Distributors Association (IPDA).
Here are a few magazine-specific highlights from the research.
Women who buy magazines have the potential to be retailers’ best
customer in tough economic times because…
- People who buy magazines are less price sensitive, and
enjoy browsing more than the average shopper. They also value their time
and are more willing to pay a premium to get in and out of a store quickly.
- People who buy magazines, particularly women, shop in substantially more channels than the typical American shopper. This at a time when shoppers overall are cutting back their weekly shopping trips.
- Magazines are No. 1 on the list of favorite affordable treats that women buy for themselves, beating out beverages, food, candy, cosmetics, music and videos.
- Magazines are the No. 1 item women want to see at checkout,
ahead of candy, gum and mints, beverages and newspapers.
In their book Getting Business to Come to You, Paul and Sarah Edwards
and Laura Clampitt Douglas highlight the following benefit of advertising
in magazines:
- Readership generally has a higher average income and more discretionary income than newspaper readership.
- Most magazine readers read them to find resources. Ads can be as important as the articles.
- Far more time is spent reading magazines than reading any other single consumer-based print medium.
- Magazine are kept, read repeatedly, and passed from person to person.
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