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Media Intelligence : MT Resource 2010
MediaTitles 37 Case Study B2B magazines What are some of the key facts of this publication? Retail World is a national news magazine published fortnightly, directly targeting the grocery trade. The current audited circulation sits at more than 10,000 – but we’re expecting it to lift to around 12,000 for the September audit – and the pass-on readership is five copies. Retail World is a well-established industry resource – now in its 62nd year. Further to the printed copy, two online components launched three years ago enhance the offer. The online edition of the magazine comprises searchable PDFs of the printed issue while News Bites (a weekly e- newsletter) features the latest developments in this sector. A free service to magazine subscribers, News Bites delivers local and international news including up-to-the-minute store openings, launches and announcements as well as industry facts and figures. Those who advertise in the hard copy edition obtain a value added benefit in the form of advertising in News Bites as part of cross-platform packages. What has been the reaction to the online initiatives? The response to both online components has been positive, especially from advertising agencies and the industry including brand managers, marketing managers and CEOs. How much does cross promotion extend to involvement with events? We’re currently developing this area. This year we’ve had an association with the Product of the Year Awards, which will be announced in February. Retail World is also involved with the Joe Berry Awards [recognising staff in the food and retail sectors] for 2010, and SIAL – which is the international, Paris-based food exhibition. How has the magazine evolved? In the past year, the creative editorial team brought many initiatives on board, giving the magazine a more contemporary design and taking it forward editorially. The team was instrumental in the company reviewing the business and evaluating the direction of the market, as well as how we could engage more effectively with it. New sections were introduced including Retail Central – which covers store openings – while the focus of regular features, such as the Category Reviews, was refined in terms of what retailers and the key stakeholders expect. Retail World has special issues – including Outdoor Media, and one produced in association with the National Breast Cancer Foundation – the ‘Pink Issue’ which garnered significant industry support. More is being done in the retail vertical in terms of outdoor media as well as branding and design. We now have some great contributors on board who are specialists in the design and packaging areas, and in FMCG marketing such as Landor Associates and Energi Design. RETAIL WORLD HITS SALES TARGET Retail Media CEO James O’Sullivan talks about Retail Media’s targeted publication. “Retail World is a well- established industry resource – now in its 62nd year.” – James O’Sullivan, Retail Media CEO CASE STUDY p37 caseStydy_RetailWorld.indd 37 p37 caseStydy_RetailWorld.indd 37 2/12/09 12:07:16 PM 2/12/09 12:07:16 PM
2009 - 2010
MT Resource Guide 2011