Media consumption habits have changed significantly over the last decade – where consumers expect content across multiple channels, and available when they want it. Today, magazines are facing significant competitive challenges – from cable TV, digital, mobile and social media, depressing magazine readership. Ultimately, these macro trends are impacting advertising sales revenue.
Compounding the issue, the smaller budgets allocated to magazines now come with tougher requirements for a Publisher to earn the business. As a result, Publishers have to become creative, and look for innovative ways to sell more fully integrated print offerings – coupling the advertising with more accountable and attributable customer facing programs; events, product promotions, trial/sampling, etc. Brands want to drive business KPIs, not just Marketing KPIs.
What is the location of choice for such ‘off-line’ promotional activity? Retail.
How Hudson LMS Helps
Hudson News Distributors has a near 100 year relationship with magazine publishers, but almost exclusively on the circulation/single copy sales side of the house. Hudson LMS is purpose-built to support Advertising Sales and Ad Sales Marketing – the other side of the house.
We service over 15,000 retailers, weekly, with a field team of over 1,600 merchandisers, and have deep, long standing relationships with big-box retailers down to small independents. We enjoy a level of access to our retail partners that benefits Publishers and their advertising partners.