As a result of dwindling magazine distribution, rival Oz publishing houses have taken matters into their own hands. The result is the union of Bauer Media, Pacific Magazines and NewsLifeMedia for a campaign that aims to promote magazines and drive newsagency sales.
The Magazine Publishers of Australia (MPA) is fronting the campaign, which will see three national newsagent companies launch promotions over a three-month period to drive traffic and sales. This will revolve around 17 national magazines in the popular sectors of weeklies, home and food including Vogue Living, InsideOut, and Australian Women’s Weekly.
MPA executive chairman Mary Ann Azer tells AdNews: “This industry first campaign is an invaluable opportunity for newsagents to position themselves as the magazine outlet of choice for customers, and is part of our ongoing commitment to strengthening the competitiveness of this channel.”
For Azer this cross promotion is essential to help the magazine industry stabilise, with her commenting: "The promotion's objective is to boost sales in the newsagency channel and show support for this important channel to magazines. It's critical that we continue to support this important channel for magazines.”
