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Another Outstanding Year for the Newsstand Marketing Project

Apr 5, 2012

The 2012 Newsstand Marketing Project once again met its goal of increasing awareness and sales of Canadian magazines. Full campaign results will be available in May 2012, but here is a brief report on the objectives of the NMP.

Objective #1: improve single-copy sales (and the subscriptions that result from them) of small Canadian magazines.

Magazines Canada purchased newsstand promotions that ran from November 2011 to February 2012 at Chapters/Indigo, Presse Commerce and our independent retailer clients. Multiple Magazines Canada programs combined to increase market visibility for Canadian magazines: newsstand promotions, magazinescanada.ca, the Genuine Canadian logo, as well as promotion of the Magazines Canada Digital Newsstand and “Buy 2, Get 1 Free” Campaigns.

Objective #2: increase the number of retailers carrying small English- and French-language Canadian titles, as well as the number of titles and number of copies of these titles that they offer for sale.

Prospective and established retail clients across the country received the revamped 2011-2012 Retailer Catalogue, which describes each of the over 200 titles offered by Magazines Canada distribution. In addition to the main catalogue, targeted mini-catalogues were distributed to more than 750 prospective niche retailers.

These initiatives and the effort of our Sales Reps garnered 23 new retailers who collectively ordered more than 600 Canadian titles (over 2,000 individual copies).

Objective #3: enhance awareness of and interest in Canadian magazines among consumers and retailers.

A new ad series developed for this year’s NMP brings the Canadian mosaic to life. Iconic Canadian imagery, from Muskoka chairs to totem poles, pond hockey to literary icon Margaret Atwood, is featured in a series of mosaics composed of thousands of Genuine Canadian magazine covers. 101 of these ads were run across Canada by participating magazines, promoting Canadian magazines with $209,107 worth of in-kind advertising. Meanwhile, the Genuine Canadian icons have appeared on the covers of 276 participating titles, unifying participating titles under one recognizable and actively promoted brand.

Ninety members of Magazines Canada and regional associations participated in this initiative, which was generously supported by the Government of Canada through the Canada Periodical Fund (CPF) of the Department of Canadian Heritage, as well as the Ontario Media Development Corporation, the Ontario Arts Council and the Canada Council for the Arts.

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