IN THE FACE OF ONGOING supply chain pressures, a focus
on boosting copy sales, both via the newsstand and
subscriptions is a key priority for PPA. Activities
have been centred around broadening retailers’and
consumers’understanding of the magazine category
and publishers’knowledge of retail, using a
combination of PR and research to help achieve
a significant step-change in the percentage share
of magazines sold via subscriptions.
ADDINGVALUE
RELATIONSHIPS WITH RETAIL
In addition to the inaugural
Magazine Week (see page 30), a key
event was the MagSell conference
and awards, designed to improve
understanding and strengthen the
relationship between publishers and
retailers. The event took place in
October at the British Museum,
with representation from all
retail sectors.
PPA Annual Review 2007-08
SUBSCRIPTIONS AND BEYOND
A significant development on the
subscriptions side has been the rebranding
of PPA’s Subscriptions
Committee as the Customer Direct
Group. The aim behind this change
is to assist publishers in maximising
the value of the direct relationship
with the customer, to include the
core print subscription but also
much more.
FIT FOR THE FUTURE
Left: Members of
the consumer
panel taking part
in the Magazine
Town ‘laboratory’
in Guildford.
USING INSIGHTS GAINED FROM
RESEARCH
The Customer Direct group has
commissioned a major research
study which aims to make a robust
case for sustained investment in
the subscription channel, using
learnings from comparable UK
industries. On the retail side,
following the launch of the UK’s
first ever‘Magazine Town’, PPA
will be using the insights from this
‘magazine laboratory’.
CIRCULATION / 21
SIGN OFF HAS BEEN agreed for
Magazine Week 08, which will
include the development of
Magazine Town and Magazine
School. Meanwhile to provide new
retail buyers with background
information on the magazine
category, the retail buyer induction
programme will continue, as part of
an ongoing initiative. Looking at
other routes to market the
Customer Direct group will use the
research to gain further
understanding of how to improve
the relationship with customers.
Work will also develop on the key
area of licensing as the build up to
the World Magazine Congress 09 in
London continues apace.
“For me the key point is that
the focus on subscriptions
has not been diluted but
enhanced and broadened
through the re-brand.The
re-branded group will tackle
strategic issues for publishers
keen to assess where long
term profitability lies”
Jess Burney, BBC Magazines,
chairman of the Customer
Direct group (left)
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