Magazines

November 17, 2009 -- A recent study analyzing front-end performance at retail stores finds that magazines, along with candy and beverages, make up the "power" group -- essentially driving overall stores sales at the regular, express and self-checkout lanes. 

As reported by Audience Development, the survey finds that "magazines are part of the tide that lifts all boats," in that "magazines account for 25% of checkout dollar sales, and the same for share of checkout profits."

Ninety percent of respondents say that within the last six months they've purchased an item merchandised there.  The front-end check-out lanes, says the report, "deliver $5.5 billion in sales to supermarkets."

The study, called "Front-End Focus," was performed by independent research firm Dechert-Hampe & Company.  Research was conducted in partnership with six leading retailers representing almost 3,200 stores and 12% of U.S. grocery volume.  The retailers provided SKU data and shopper card data on more than a million front-end transactions.  In addition, interviews with 1,300 shoppers were conducted.  The study was conducted in a six-month period in 2008 and was co-sponsored by Mars Inc., The Coca-Cola Company and Time-Warner Retail Sales & Marketing.  

Sources:  Audience Development, New Report Reveals Magazine Performance at Checkout , November 17, 2009 and Magazine Publishers of America, Front End Focus 2009, November 9, 2009.