The promotion, to run from Aug. 21 to Sept. 6 in all Meijer locations throughout Indiana, Illinois, Kentucky, Michigan and Ohio, will offer customers a $2 discount off their next Meijer purchase when they buy two or more magazines in a single shopping trip. Meijer carries more than 1,800 titles in its stores, all of which qualify for the promotion.
"The goal of this promotion is to bring additional attention to the magazine category at retail and to stimulate trial of new titles," said Jeremy Koch, exec VP-consumer marketing for the MPA. "And in light of the current economy, we believe customers will respond well to the kind of value-oriented program that we are testing with Meijer."
Promotional support includes special display bins at each store's entrance, in-store signage, a feature in Meijer's weekly circular, an e-mail blast to Meijer customers, promotion on its website and full-page ads in local-newspaper inserts.
Funding for the effort is being provided by the magazine association and major publishers including Condé Nast, Hachette Filipacchi Media U.S., Meredith Corp., Reader's Digest Association, Rodale and Bonnier. Planning for the initiative has involved all four national distributors -- Comag Marketing Group, Curtis Circulation Co., Kable Media Services and Time/Warner Retail Sales & Marketing -- as well as Distribution Services Inc. Merchandising support is being provided by Source Interlink Distribution.
Marketing messaging for the campaign will focus on the unique benefits of the magazine reading experience, with the theme "Magazines put the world in your hands."