Meijer, MPA Test Magazine Promotion

DAN ALAIMO

GRAND RAPIDS, Mich. — Meijer began a major newsstand promotion last week that is part of test being run by the Magazine Publishers of America, New York.

Meijer here is offering shoppers $2 off a future purchase when two or more magazines are purchased in one shopping trip. The promotion involves the entire category, with funding by six major publishers, and planning and other support by five national distributors.

“In today's economic climate, customers are looking for savings in every purchase they make,” Gerry Wilding, Meijer's buyer/merchandiser, books, magazines, music and movies, told SN. “While it's important for retailers to be as competitive as possible on the necessities customers purchase on their regular shopping trips, Meijer felt it was also important to offer the lowest prices on entertainment items such as magazines, which certainly play a unique role for customers during tough times.”

Promotional support includes: a nine-magazine display bin at store entrances; in-store signage; placement in the retailer's weekly circular; emails to Meijer customers and a promotion on the company's website; and half-page ads in local newspaper inserts.

“We know that consumers love their magazines, but we also believe that the category is under-promoted,” said Jeremy Koch, MPA's executive vice president. “If the Meijer test is successful at driving incremental sales in 2008, we hope to expand it significantly in 2009.”