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Understanding Public Place: The Landscape
   
More readership occurs out-of-home.
  The growing magazine circulation tactic of placing periodicals in Public Places was created by a convergence of factors. Chief among the variables that have accelerated the utility of Public Place distribution is overall consumer reading behavior. More people now read print products outside their homes.  
 
More than 1-in-4 readers originate in Public Places.
  More than half (54.0%) of all measured consumer magazine readership originates out-of-home, according to the Fall 2011 MRI measurement of consumer magazine readership behavior. Moreover, according to the same MRI study, more than 1-in-4 readers (27.7%) of consumer magazines originate in Public Places! Over the past several years these metrics continue a dramatic shift in readership behavior – and clearly supports the idea that magazines in public, out-of-home locations are an important strategy for reaching readers of consumer magazines.  
 
Several factors impact Public Place readership growth.
 

Socioeconomic Trends – We are a mobile society. More Americans commute, travel, work and play – away from their homes. Trends in personal health, beauty, fashion and fitness drive population clusters of all types into Public Places - out of necessity or in pursuit of their passions.

Expanding Public Place Venues – Trends come and go, but the number of public locations catering to the needs of Americans – whether health, beauty or fitness – has grown exponentially. And with this growth, people have become accustomed to spending more time in public pursuit of a wide variety of interests.

Change in External Media Conditions – The Internet, Cable Television, TiVo, Free Commuter NewsDailies, DVD technology – are all examples of recent print competitive developments in media channel evolution that have played, and will continue to play, a role in driving readership behavior.

Furthermore, Public Places have a captive audience with time on their hands. We are a society that creates, expects and endures – waiting. Print products are ideally suited for Public Place environments.

 
 
Public Place impact is measurable.
 

In combination with socioeconomic and readership trends, with increased volume and focus on Public Place distribution, Publishers learned that Public Place distribution meets several quantifiable, measurable objectives:

  • Public Place creates interest & awareness
  • New subscribers & customers are produced through sampling & trial.
  • Branding efforts realize great efficiency
  • Audience development can be focused on specific metrics (i.e. age, HHI)
 
 
Public Place is not a commodity circulation resource.
  The keys to success with Public Place distribution lie in what you do to it over a long period of time because of its long range impact on readership behavior. Effective Public Place distribution requires a carefully built long range plan with solutions to very specific objectives.  
 
 
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