Categories of the month SPOTLIGHT ON: Space

February 2014
Magazine and Newspaper
Category Management Advice
SPOTLIGHT ON:
Categories
of the month
General Interest
Home Improvement
Space
Optimisation
p13
Trade & Professional
ALSO IN THIS ISSUE...
Promoted Titles p5
What’s Hot p7
Spotlight on Space Optimisation p13
Promotional Schedule p16
Events Calendar - February p17
brought to you by
GENERAL INTEREST
Introduction
The General Interest market is worth £14.2m, with Independents taking nearly 40% of all
sales revenue. General Interest is therefore an important sector for Independents. It is a
diverse area, covering consumers’ specific areas of interest (not limited to Hobbies). The
sub-sectors are:
•
•
•
•
•
•
•
Miscellaneous - e.g. Family Tree, Nexus and Readers Digest
Crime- e.g. True Crime
Sci-Fi- e.g. SFX and Sci-Fi Now
Religion - e.g. Jewish Chronicle and Church Times
Literary - e.g. Literary Review
Tattoo - e.g. Tattoo Ideas
Jobs - made up of Jobs and Careers
£14
worth
£14.2 million
40%
independents
share of sales
revenue
Diverse though
more likely over 55
and female
Buyers of General Interest magazines are more likely than the average News and Magazine shopper to be female and over 55. They are likely to be mid-affluence consumers who are health conscious, traditional and economical.
Display guidelines
The biggest sub-sector is Miscellaneous, with best-sellers largely in the area of genealogy/family trees. Therefore the priority is to stock a wide
choice in this sub-segment while choosing the best-sellers from the other sub-segments. Get to know your customers and stock the
magazines most relevant to them- e.g. in the Religion sub-segment although Jewish Chronicle is ranked higher, it may be more appropriate in
your area to stock Catholic Herald or Muslim Weekly.
True
Detective
Master
Detective
History
Today
Nexus
Church
Times
Fortean
Times
Sci-Fi
Now
True
Crime
Literary
Review
Family
Tree
Reader's
Digest
Jewish
Chronicle
SFX
Skin Deep
Independent Retail Rankings
Title National Ranking Sub Sector Stocking?
Title National Ranking Sub Sector Stocking?
Title National Ranking Sub Sector Stocking?
SFX
465
Sci-Fi
HOROSCOPE
1187
Crime
JEWISH TELEGRAPH
275
Religion
SCI-FI NOW
680
Sci-Fi
TRUE CRIME
334
Crime
UNIVERSE
424
Religion
FORTEAN TIMES
690
Sci-Fi
TRUE DETECTIVE
345
Crime
CATHOLIC HERALD
451
Religion
FAMILY TREE
532
Miscellaneous
MASTER DETECTIVE
374
Crime
TABLET
605
Religion
YOUR FAMILY TREE
1048
Miscellaneous
TRUE DETECTIVE SUMMER
519
Crime
C OF E NEWS
677
Religion
READERS DIGEST
746
Miscellaneous
MURDER MOST FOUL
615
Crime
LITERARY REVIEW
1208
Literary
NEXUS
751
Miscellaneous
TRUE CRIME SPECIAL
732
Crime
BOOKSELLER
1222
Literary
HISTORY TODAY
773
Miscellaneous
JEWISH CHRONICLE
23
Religion
TATTOO IDEAS
493
Tattoo
BBC WHO DO THINK YOU ARE
1012
Miscellaneous
CHURCH TIMES
49
Religion
SKIN DEEP
493
Tattoo
CHOICE
1184
Miscellaneous
METHODIST RECORD
166
Religion
TATTOO ENERGY
843
Tattoo
p2
HOME IMPROVEMENT
Introduction
The Home Improvement market is worth £12.3m per year of which independents have a 20% share. Of the £2.5m
generated by this sector in independents, approximately 80% is generated by the gardening sub-sector.
20%
Independents have
a 20% market share
12.3
segment worth over
£12.3m annually
of independents value
Home Improvement is made up of 3 sub-sectors; Gardening, Do It Yourself (DIY) and Woodworking.
generated in
80% isgardening
sub-sector
• Do It Yourself (DIY) e.g. Home-building and Renovating and Build It.
• Woodworking e.g. Wood turning and Woodworker
Most likely to be over
• Gardening can be split into further sub-sectors
45, female and of
• Practical – this is the core range with the high RSV selling titles e.g. Amateur Gardening, Garden
higher affluence.
News (both weeklies) and BBC Gardeners World and Garden Answers (monthlies)
• Inspirational e.g. English Garden, Garden Illustrated and More From Your Garden.
• Grow your own e.g. Grow Your Own and Kitchen Garden
• Smallholding (concerning growing food and raising animals for food)- including Practical Poultry, Small holder and Your Chickens.
Compared to the general News and Magazine customer, buyers of Home Improvement magazines are more likely to be female; over 45 and of higher affluence.
Display guidelines
The peak time for Gardening magazine sales is from February to July so the widest range of titles possible should be stocked at this time, with
the highest ranked titles from each sub-segment at the front of the section. Practical titles return the highest sales value so the emphasis
should be on stocking enough of the best-sellers in this sub-segment.
Garden
Answers
Amateur
Gardener
Kitchen
Garden
Gardens
Illustrated
Small
Holder
BBC
Gardeners
World
Garden
News
Grow
Your
Own
English
Garden
Practical
Poultry
Build
It
Wood
Worker
Wood
Turning
Independent Retail Rankings
Title Ind. Ranking Sub Sector Stocking?
Title Ind. Ranking Sub Sector Stocking?
HOME BUILDING & RENOVATING
944
DIY
GARDENS ILLUSTRATED
610
Gardening Inspirational
BUILD IT
1117
DIY
ENGLISH GARDEN
628
Gardening Inspirational
SELF BUILD & DESIGN
1574
DIY
PRACTICAL POULTRY
549
Gardening Smallholding
SELF BUILD HOMES
2125
DIY
SMALLHOLDER
641
Gardening Smallholding
GARDEN NEWS
70
Gardening Practical
HOME FARMER
969
Gardening Smallholding
AMATEUR GARDENING
82
Gardening Practical
YOUR CHICKENS
991
Gardening Smallholding
BBC GARDENERS WORLD
131
Gardening Practical
PRACTICAL PIGS
1668
Gardening Smallholding
GARDEN ANSWERS
395
Gardening Practical
WOOD TURNING
70
Woodworking
GROW YOUR OWN
439
Gardening Grow Your Own
WOODWORKER
1027
Woodworking
KITCHEN GARDEN
442
Gardening Grow Your Own
WOODWORKING PLANS & PROJECTS
1227
Woodworking
GROW IT
701
Gardening Grow Your Own
GOOD WOODWORKING
1276
Woodworking
p3
TRADE & PROFESSIONAL
Introduction
The Trade and Professional sector is worth £14.6m per year. It is an important sector for
independent retailers as they take 67% of these sales.
Titles in this sector are very specific to a profession or business area and for this reason
purchases tend to be planned rather than impulse-led, with consumers largely staying loyal
to their chosen magazine. Titles are generally published weekly.
£14
worth
£14.6 million
67%
independents
share of sales
revenue
Consumers of Trade and Professional magazines are more likely than the average News and
Magazine buyer to be female. Buyers are more likely than the average magazine consumer
to be of higher affluence, to be health conscious and to be confident cooks.
More likely
female, health
conscious and
affluent
The best-selling title is Farmer’s Weekly which is far ahead of the next best sellers (Farmer’s Guardian and Retail Newsagent). Farmer’s Weekly is the most successful title in the most popular subject area of the sector. A vast number of other areas are
covered and include:
• Media and performing arts (The Stage, Broadcast, Music Week)
• Catering and hotels (The Caterer, Restaurant)
• Wholesale and retail (The Grocer, Drapers, Retail Week)
• Nursing (Nursing Times and Nursing Standard)
• Teaching (Teach Primary, Teach Nursery, Teach Secondary, Music Teacher)
Display guidelines
The best-selling titles should be chosen to
represent different subject areas in the
sector. Along with National Rankings, the
best range for your independent shop
depends upon your customers and your
surroundings- e.g. if your shop is next to
a hospital, Nursing Times could be more
relevant than a higher ranked title.
Farmer's
Guardian
Broadcast
Construction
New
Nursing
Standard
Retail
Newsagent
Grocer
Special
Farmer's
Weekly
The
Stage
Worlds
Fair
Times
Higher
Education
Supplement
Caterer
and Hotel
Keeper
Grocer
Independent Retail Rankings
Title National Ranking Stocking?
Title National Ranking Stocking?
FARMERS WEEKLY
16
TIMES HIGHER EDUCATION SUPPLEMENT
245
GROCER SPECIAL
338
FARMERS GUARDIAN
31
STAGE (THE)
245
BROADCAST
343
RETAIL NEWSAGENT
38
WORLDS FAIR
259
CONSTRUCTION NEWS
354
ESTATES GAZETTE
101
CATERER &HOTEL KEEPER
281
FISHING NEWS
502
FARMERS TRADER
147
GROCER
290
NURSING TIMES
502
p4
Title National Ranking Stocking?
PROMOTED
Motor Sport
Publisher: Marketforce
Issue: March
Cover Price: £4.99
On Sale: 28th January
Nigel Roebuck’s exclusive interview with Mark Webber including his highs and lows by Simon
Arron. Lunch with Richard Petty, the most successful driver in NASCAR history. Bentley’s
racing return at Abu Dhabi 12 Hours. Britain’s top rally driver Kris Meeke in the spotlight with
his move to Citroen for 2014.
Customers who
buy this might
also like
Nuts
Classic
American!!
Targeted
Promotion
96% expected
uplift
Soaplife
Publisher: Marketforce
Issue: 321
Cover Price: £1.70
On Sale: 28th January
Two lucky Soap life readers will win a 2-night break for two, with dinner on the first night.
The prize can be redeemed at various QMH Hotels in fantastic locations across the UK, many
of which have wonderful leisure facilities. Thank you for continuing to support Soap life.
Customers who
buy this might
also like
Woman's
Own
Pick me
Up!
National
Accelerator
46% expected
uplift
Marie Claire
Publisher: Marketforce
Issue: March
Cover Price: £2.00
On Sale: 30th January
Marie Claire is an iconic, worldwide brand which combines provocative features with
outstanding fashion and beauty, to inspire women who want to think smart and look
amazing. As well as being affluent, driven, ambitious, confident and successful, Marie Claire
women are also compassionate, fun-loving, funny and looking good is crucial to her……. As
the ultimate glossy brand, Marie Claire caters to the many areas of her life.
Customers who
buy this might
also like
Soaplife
Pick me
Up!
National
Accelerator
46% expected
uplift
Woman's Weekly Classics
Publisher: Comag
Issue: 6th February
Cover Price: £4.95
On Sale: 6th February
Woman’s Weekly Classics monthly magazine is a new vintage series from best-seller Woman’s
weekly, tracing the lives of women in the 20th century through the unique content in the
magazine's archives. With sections on homes, fashion, health, food, makes and patterns, the
collectable series, which covers the whole of the 20th century, taps into the huge appetite for
vintage content.
Customers who
buy this might
also like
Woman's
Own
p5
Pick me
Up!
National
Accelerator
46% expected
uplift
PROMOTED
Favourite Friends
Publisher: Comag
Issue: 79
Cover Price: £2.50
On Sale: 14th February
Favourite Friends magazine is aimed at primary aged girls and is full of fluffy animals and
characters from their favourite television series.
Customers who
buy this might
also like
Sofia
Pokemon
Targeted
Promotion
96% expected
uplift
Classic American
Publisher: Marketforce
Issue: February
Cover Price: £4.20
On Sale: 15th February
Heritage Commercials delivers the best coverage of the classic commercial vehicle world
on the market. It features stunning restorations, UK haulage firm histories and a wealth of
archive images to bring those memories flooding back. There are all the latest news, reviews
and rally reports too. The Premier Club copies will have a cover-mounted DVD with each
copy.
Customers who
buy this might
also like
Nuts
Motor
Sport
Targeted
Promotion
96% expected
uplift
Girl
Publisher: Comag
Issue: 197
Cover Price: £2.90
On Sale: 17th February
Targeted
Promotion
Girl is a 32 page magazine full of pop, gossip, fashion and stories for young girls to enjoy.
Customers who
buy this might
also like
Favourite
Friends
Sofia
96% expected
uplift
Heritage Commercials
Publisher: Comag
Issue: March
Cover Price: £4.20
On Sale: 20th February
Classic American celebrates the style and glamour of cars and trucks made in the US of A.
From pre-war vintage pioneers to ’60s Detroit muscle and modern metal – it’s all here. Every
issue features restoration tips, romantic wrecks, and ads from the archives and news from the
burgeoning UK scene. The Premier Club copies will have a cover-mounted polish sample kit
with each copy to help keep those American Classics in top shape.
Customers who
buy this might
also like
UK Kit
Car Guide
Farm
Machinery
Locator
Targeted
Promotion
96% expected
uplift
PAC-MAN and the Ghostly Adventures
Publisher: Seymour
Issue: New Launch
Cover Price: Stickers 50p, Album £1.50
On Sale: 27th February
Based on the classic video game first introduced 32 years ago, new video game
launched on October 29th 2013, Aimed at kids aged 5-11. Action, Adventure,
Humour & Friendship.
Customers who
buy this might
also like
Moshling
Madness
p6
Games
Master
Targeted
Promotion
96% expected
uplift
14).
Independent’s Exclusive
Issue 321 of Soaplife will feature a special Independent’s exclusive
Please support this special exclusive with any space available in store
On Sale: 28th January 2014
Off Sale: 11th February 2014
The prize details are as follows:
Two lucky Soaplife readers will win a 2-night break for two,
with dinner on the first night.
The prize can be redeemed at various QMH Hotels in fantastic locations
across the UK, many of which have wonderful leisure facilities.
Thank you for continuing to support Soaplife
3 £200
prizes
of
The Business & Finance sector has proved to be one of the
most buoyant newstrade categories in 2013 sales
performance. As the economy recovers, a renewed
confidence in the stock market is evidenced by YoY growth
in this sector. To a large extent, Investors Chronicle is
helping to drive this strong performance being that it is the
#1 ranked title in this sector and is currently outperforming
the sub-sector, the sector and indeed the overall market.
The independent channel is fundamental to sales of the
Investors Chronicle, accounting for around 33% of copy
sales.
In the first quarter of 2014 alone there will be five special
issues, all of which we anticipate to be strong selling issues
and so to help you maximise your sales we will be offering
a £600 incentive throughout the year to the retailer with
the most improved sales of Investors Chronicle.
Investors Chronicle readers are some of the most affluent in
the UK, so make sure you drive as much business through
your store as you can by promoting these special issues.
up for grabs
title "
" #1in ranked
this sector
are
" Independents
"
33% of all sales
5 special issues in
first quarter of 2014...
Tips of the Year
FTSE 350 Review
Bargain Shares
ISA Special
Ideal Portfolio
d
n
a
N
A
M
PAC-
s
e
r
u
t
n
e
v
d
A
y
l
t
s
o
h
the G
On sale 27th February 2014
Stickers 50p / Albums £1.50
SIGNED
LEGEND
CARDS!
AVAILABLE
INSIDE LUCKY
PACKETS NOW!
The Premier League Logo © The Football Association Premier League Limited 2006. The Premier League Logo is a trade mark of the Football Association Premier League Limited which is registered in the UK and other jurisdictions. The Premier League Club logos are copyright works and registered trade marks of the respective Clubs.
Manufactured under licence from the Football Association Premier League Limited. TM & © Topps Europe Limited 2007
SPOTLIGHT ON...
Space Optimisation
Introduction
Are you limited on your selling space in store?
Do you want to ensure you are maximising every sales opportunity?
Have you got the right fixtures to display your product effectively?
If you have answered yes to one or more of the above questions, then we have some solutions
to support you. Selling space is at a premium in your store and ensuring you have the optimum
display space for your newspapers & magazines and other product categories is critical if you
are going to maximise your sales and profitability. In support of our customers we have been
working with Bartuf Systems to tackle these 3 key questions. Following feedback from our
customers we have developed some new fixture solutions to ensure magazines, and other
categories, can be displayed more effectively and even generate new selling space in your store.
Interleaving
In an independent trial, sales were analysed in relation to the proportion of facings which
magazines have on the fixture i.e. full, half or quarter facing. Stores were classified as small,
medium and big based on revenue.
In big stores where women's weeklies are full faced, a higher daily RSV is achieved. However, in
smaller stores this trend is reversed, and it is more important to stock more magazines than the
store size suggests, which usually means half facing them.
Position of Magazines in Store
A trial has been done in convenience stores to
look at the effect of the position of magazines
in store on revenue and showed the position
of magazines in store has an effect on the
revenue. When the magazines are at the front
of the store, sales were seen to outperform
stores where the fixture was not at the front
of the store. When magazines are visible at
the till, revenue is also seen to be positively
influenced.
p13
SPOTLIGHT ON...
Space Optimisation
Magazine Divider
Simple, but effective, way to
support the merchandising of
magazine product in your store.
These dividers can be used
on all standard and volume
multi-tiered racking to ensure
full-facing display of
your key magazine titles.
p14
SPOTLIGHT ON...
Space Optimisation
Top Tips to maximise your magazine sales using space optimisation.
Look at your magazine display. It needs to be appealing to consumers. You should have a minimum of 9 shelves
per bay in order to maximise your selling space and display your product effectively.
Have you got the right magazine range in your store? Don’t stock product you don’t sell. Part of space optimisation
is to ensure you are using all selling space smartly to deliver improved profitability and cash flow. We have a Range
Capacity offer that works with you to determine what is the right range for the selling space you have available.
Look for any dead space in your store. The new gondola side display unit can be used to support any product line
you stock from confectionery to snacks, greeting cards to magazines. The new unit will help grow sales and
profitability in your store.
Full-face your key magazine categories/ titles. You should look to display your top selling titles full-face within your
magazine category. The new magazine dividers will help you to achieve this and support staff with merchandising.
Make sure you’re displaying your magazines correctly. Have you got the categories in the right place? There are
a range of magazine planograms available on Connect2U along with lists of top selling titles by area, category &
supplying depot.
Have you got the comic category merchandised to appeal to consumers? Comics are notoriously one of the most
difficult categories to merchandise due to the high number of free gifts and the pagination of the magazines. If you
stock a large number of comics, there is now a new display solution on the market that will support the display of
this very profitable category.
New
navigational POS pack
designed EXCLUSIVELY
for Premier Club Members.
This fantastic pack improve the look of your
magazine run, helps customers to find what
they’re looking for and helps you to grow
your sales!*
Pack includes:
- 1 hanging / wall board
- 8 Category flags
- 4 Meter long shelf strips
Order yours now by calling 08451211970,
emailing premierclub@smithsnews.co.uk or
click onto www.yourpremierclub.co.uk
- 1 A2 window poster
*One off cost of £75 payable through your news bill
PROMOTIONAL SCHEDULE
Week Commencing 28th January
On Sale Title Issue Frequency Publisher Price Promo. Alloc. Segment
28th Jan
Motor Sport
March
Monthly
Marketforce
£4.99
Targeted
28th Jan
Soaplife
321
Weekly
Marketforce
£1.70
Accelerator 5 Copies Women's Monthlies
30th Jan
Marie Claire UK
March
Monthly
Marketforce
£2.00
Accelerator 5 Copies Women’s
3 Copies Motoring
Week Commencing 10th February
On Sale Title Issue Frequency Publisher Price Promo. Alloc. Segment
14th Feb Favourite Friends
79
Monthly
Comag
£2.50
Targeted
3 Copies Children’s
15th Feb Classic American
Feb
Monthly
Marketforce
£4.20
Targeted
3 Copies Motoring
Week Commencing 17th February
On Sale Title Issue Frequency Publisher Price Promo. Alloc. Segment
17th Feb Girl
197
Monthly
Comag
£2.90
Targeted
3 Copies
Children’s
20th Feb Heritage Commercials
March
Monthly
Comag
£4.20
Targeted
3 Copies
Motoring
Week Commencing 24th February
On Sale Title Issue Frequency Publisher Price Promo. Alloc. Segment
27th Feb PAC-MAN and the Ghostly Adventures
New!
Monthly
p16
Seymour
50p Stickers
£1.50 Album
Targeted
3 Copies
Children’s
EVENTS - FEBRUARY 2014
28th
29th
30th
31st
1st
2nd
3rd
4th
5th
6th
7th
8th
9th
10th
11th
12th
13th
14th
15th
16th
17th
18th
19th
20th
21st
22nd
23rd
24th
25th
26th
27th
28th
Tue
Motor Sport ON SALE Soaplife ON SALE
Wed
Chinese New Year Ends
Thu
Marie Claire ON SALE
Fri
Chinese New Year Begins
Sat
Rugby 6 Nations Competition Begins
Sun
Chinese New Year Ends US Superbowl
Mon
Tue
Wed
Thu
Fri
Winter Olympics Begins in Sochi, Russia
Sat
Sun
Mon
Tue
Wed
Thu
Fri
Favourite Friends ON SALE Valentine's Day
Sat
Classic American ON SALE
Sun
Mon
Girl ON SALE
Tue
Wed
Thu
Heritage Commercials ON SALE London Fashion Week
Fri
Sat
Sun
Winter Olympics Ends in Sochi, Russia
Mon
Tue
Wed
Thu
Fri
p17
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- Take control of your category using our advice
Scan this code to take you
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accessible on smartphones, tablets and PCs.
Tel: 0845 121 1970
Email: premierclub@smithsnews.co.uk