Category Captain: Books/Magazines: Rodale
As a publisher of health-and-wellness content for magazines, books and websites, Rodale is in a unique position to help retailers share valuable health-and-wellness information with their customers.
In the past year, Rodale has launched several successful marketplace programs to serve its retail customers. As consumers rang in 2011, Rodale created a pre-packed DSD shipper for the best-selling women’s and men’s health magazines during the New Year’s resolution time period. Sales increased an average of 48 percent and 59 percent, respectively.
In another timely initiative, Rodale joined forces with Bi-Lo, Food Lion, Giant Eagle, Safeway, Wegmans and other grocers for temporary price reduction promotions. Its Prevention magazine offered all frequent shoppers $1 off the cover price. The turnkey promotion was communicated to shoppers via front end checkout merchandiser signage, in-store circulars and retailers’ websites. Increases in unit sales ranged from 25 percent to 75 percent per issue promoted.
Finally, to generate increased excitement and visibility for magazines in the in-aisle display, Rodale helped design and implement a “booster seat” digest display. In the same space as two regular-sized magazines, the adjustable insert holds $100 more in retail dollar inventory and allows for up to six digest titles to be displayed, greatly improving retailers’ efficiency. Average sales from these new merchandising solutions increased 28 percent.