Green at Retail: Magazines Can Increase Environmental Stewardship
Tips for improving newsstand marketing and distribution.
Green at Retail: Newsstand Marketing and Distribution is a new â€śgreen paperâ€ť written by the audience marketing company Next Steps Marketing and Green America Better Paper Projectâ€”a nonprofit that grows the green economy and supports environmentally responsible magazinesâ€”that outlines ways that publishers can achieve higher efficiencies, increased sales, and build better brand awareness with the greatest impact and lowest environmental and economic costs. Hereâ€™s a quick look:
â€˘ Order regulation. Work with your account executive to review line by line distribution and request changes where the sale is too high or low.
â€˘ Remove zero copy sales. A report is available from your national distributor that highlights retailers that donâ€™t sell any copies. Remove these retailers from your distribution.
â€˘ Move to non-returnable distribution. You are paid on your entire draw at a greater discount. This reduces waste, shipping and printing costs.
Marketing & Distribution Tips
â€˘ Test new markets. Target markets by demographics, psychographics, or similar titles performance.
â€˘ Limit risk. Partner with retailers to get the right product to the right place at the right time.
â€˘ Analyze cover price. Assess the benefits on sales from a lower cover price, or improved sales with a higher price and a â€śprinted on recycled paperâ€ť logo.
â€˘ Examine paper options. Investigate production changes that can save paper expenses and improve the environmental marketing of the publication.
â€˘ Explore environmental promotions. Demonstrating environmental leadership can get magazines highly visible placement on promotional racks in retail stores like Barnes and Noble, Hastings Entertainment, and Universal News and also within a special menu option on Amazon.com under â€śRecycled Paper Magazines.â€ť
Everyone knows itâ€™s an extremely tough time for the magazine industry. The good news is that while the solutions may require some thinking and a new approach, they do, in fact, exist. The question is, will enough magazines begin exploring these opportunities in time?