Case Studies & Testimonials
Magazine Distribution with Gordon and Gotch
Pacific Magazines
BACKGROUND
Pacific Magazines – a key component of the Seven Media Group, publishes one-in-four magazines sold in Australia including two of the top three biggest selling weekly titles - New Idea and That’s Life. Its strength in the weekly mass-market complements the company’s market leadership in the other key publishing categories in which it completes: women’s fashion, home and lifestyle, men’s lifestyle and youth.
Pacific Magazines has been distributed by Gordon and Gotch since 1993.
CHALLENGE
Pacific Magazines wanted to ensure maximum exposure was gained for the re-launch of Women’s Health at retail by securing promotional display space in stores. It was crucial that the title was ranged in the appropriate category on the stand and to achieve this, communication with retailers was all important. Pacific Magazines also needed to be able to access accurate information on supply levels on a store-by-store basis and gain timely sales feedback.
SOLUTION
Gordon and Gotch worked with Pacific Magazines to understand its requirements and expectations and ensure retailers were aware of the details of the launch. Post-launch, Gordon and Gotch was able to help Pacific Magazines determine individual store allocations based on display bookings, ranging and point-of-sale, maximising exposure in both newsagents and supermarkets.
Gordon and Gotch also:
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Made extensive display space bookings,
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Organised a dedicated merchandising day for on-sale,
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Arranged the rerouting of merchandiser territories based on major display space bookings,
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Held regular meetings with Pacific Magazines’ Circulation and Merchandising departments.
RESULTS
Women’s Health (75,000+ copies) scored an impressive debut in its first circulation audit – driving growth in the women’s lifestyle category while all other magazines in the category suffered circulation falls. It also posted an outstanding debut readership figure, achieving an 18 per cent share of readership in the women’s lifestyle category.
Pacific Magazines has also benefitted from the ability to review daily EDI sales and gain general market feedback each on-sale week.