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Media Intelligence : MT Resource Guide 2012
Can you tell me about Retail Pharmacy? After more than two decades in circulation, Retail Pharmacy has established itself as the leading B2B publication servicing the dynamic, ever-evolving Pharmacy channel. With an 11 per cent increase in CAB-audited print circulation of 14,744 for the last period, and a pass-on rate of seven readers per copy equating to an overall monthly readership of over 100,000, Retail Pharmacy is published 11 times per year and offers advertisers market-benchmark CPM in this highly contested sector. With key competitors focused on the clinical and ethical scope of the channel, Retail Pharmacy specialises in the critical commercial aspects of operating a pharmacy. It has a clear emphasis on OTC (Over The Counter) offerings, business news, health features, industry-renowned contributors and a dedicated beauty and wellbeing section. How has the business evolved? RP’s transition from a print title to a media brand began several years ago with the introduction of an online version of the magazine and weekly e-newsletters delivering the latest developments in the pharmacy channel. This year we have further developed this cross-platform to include exclusive branding opportunities, qualified lead generation and survey components, facilitating a two-way conduit for communication as opposed to the traditional monologue execution. What different platforms is the brand across? We have also completely overhauled our website, which features up to the minute news, marketing initiatives and an expansive archive of previously published material. We are currently in the developmental phase of tablet configuration, and in a concerted effort to provide additional value for our clients in what has become a hotly-contested market, Retail Pharmacy bundles advertising and marketing opportunities across its multiple platforms in order to present a holistic communications solution for companies targeting the pharmacy industry. Alongside core channel advertisers, RP’s corporate readership offers non-category specific advertisers an unprecedented opportunity to tap into a highly concentrated target market of successful, affluent business professionals in the AB demographic. Twice annually Retail Pharmacy publishes the definitive State of The Industry Report, utilising data from The Nielsen Company on key OTC categories. This invaluable information is highly sought after, ensuring an extended shelf life and thus longevity for advertisers. Why do you get CAB audited? CAB auditing provides an essential metric, offering advertisers a trusted and respected independent endorsement of RPs level of saturation in the pharmacy channel. Retail Pharmacy also engages in an independently conducted survey with its market contemporaries every two years, which further reinforces its core competencies in accessing the business segment of this progressive channel. RP is not affiliated with any industry organisations, and is therefore in a position to provide objective, impartial industry commentary. healthy revenue prescription Retail Media group publisher Nathan Luck describes how Retail Pharmacy’s multi-platform brand offers advertisers market-benchmark CPM. “Retail Pharmacy bundles advertising and marketing opportunities across its multiple platforms in order to present a holistic communications solution.” – Nathan Luck, Retail Media, group publisher case study Case Study B2B magazines 78 p78 CS_retailPharmacy.indd 78 12/6/12 4:35:25 PM
Media Trends+Strategy 2012
MT Resource Guide 2013