TAMPA, Fla. — Women who buy magazines have the potential to be retailers' best customers in tough economic times, according to a study presented here yesterday at the 2008 Retail Conference of the Magazine Publishers of America, New York. Wendy Liebmann, founder and chief executive officer, WSL Strategic Retail, New York, told the meeting that 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. At a time when shoppers overall are cutting back on weekly shopping trips, Liebmann noted that people who buy magazines — particularly women — shop in substantially more channels than the typical American shopper. 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, she said. Also, magazines are the top item women want to see at checkout, ahead of candy, gum and mints, beverages and newspapers.

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