The magazine industry
aims to jumpstart sales at supermarkets by advocating for data-driven
partnerships and focusing on innovative product launches, according to top
publishing executives at a retail conference here.
These strategies are intended
to lift a category impacted by the tough economy, new consumer behaviors, and
changing dynamics at the retail front end. "We need to coordinate our databases with databases of the retailer to promote directly to consumers to come into particular stores to buy magazines," said Efrem "Skip" Zimbalist 3d, chairman and chief executive officer, Active Interest Media.
He was part of a top executive panel at the 2013 MPA/PBAA Retail Marketplace Conference here.
