Todd Garland

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Todd Garland

• Vice President, Marketing Distribution Services,
  Inc.

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Strategic Roles of Periodicals in Emerging Trends
at Retail
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Agenda

• Retail Trends Overview
• Self Care/Wellness Magazines
• Self Care/Wellness Books
• Marketing Trend Recommendations

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Trends

• Center Store Guide consumer Fast foods
  Specialty display opportunities

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Trends

• Pharmacy OTCs Forcing pharmacists to be
  more interactive with the customers
  Privacy law

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Trends

• Convenience Prepared meals Salad bars
  Pharmacy drive-thru Store within a store
  Quick checkout

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Trends

• Dollar Store Formats Fastest growing class of
  trade Average household income 70K Brand
  recognition low cost Mass merchants testing
  concept

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Trends

• Travel Terminals Additional waiting time
  More purchasing opportunities More media
  orientated

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Trends

• Emerging Demographics Hispanic No longer a
  minority More than 13 of population 25
  of population by 2050

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Trends

• Self Care Wellness Health information
  kiosks More exercise literature Health
  videos Wellness centers

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Richard Alleger

• Vice President Rodale, Inc.

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Strategic Roles of Magazines

• Consumer Retailer Needs
• How to Recognize
• Current Wellness Trends In Store
• DSN Retailing/ FMI Shopping For Health
• Information addresses those Needs

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Self Care Wellness Magazines

• Consumer Retailer Needs Use Available
  Research
• Consumer Interest Negligible 15 to 20 Years Ago
  at Mass Market
• Demand Grew As Boomers Aged
• Self-Care Became the Wave
• Food, OTC DTC

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Self Care Wellness Magazines

• Address the Needs
• Make The Connection
• For Rodale, it was SEAFOOD!

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Self Care Wellness Magazines

• SeafoodHigh Cost, Perishable, New
• Build the Bridge
• Between Grocery and Non-Foods
• Support a Retailers Investment
• We Supply Learning Info
• Drive Sales

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Self Care Wellness Magazines
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Self Care Wellness Magazines

• FMI/RODALE Shopping For Health.over 10 Years of
  Research on Trends
• 43 More People are using Food instead of RX to
  treat or heal an illness over the past 3 Years

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Self Care Wellness
Trend Eating Healthfully is a Better Way Than
Medicine to Manage Illness
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Self Care Wellness

• For Every Other Shopper That Walks Through The
  Door, Health Concerns Affect Purchase Decisions
  A Lot

56 Affects decisions a lot
44 Doesnt Affect decisions a lot
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Self Care Wellness Magazines

• Current Trends
• About half of core mass merchant shoppers have
  purchased health related magazines from mass
  merchant venues in the past making them a viable
  target for future purchases.

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Self Care Wellness Magazines

• Current Trends
• Just over one in two shoppers have purchased a
  health, fitness or self-help magazine at a mass
  merchant venue in the past 6 months

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Self Care Wellness

• The Health-care Market Is Now The Self-care
  Market!
• 74 treat themselves first with OTCs or other
  remedies before calling a Doctor
• 72 feel comfortable questioning treatments their
  doctor recommends
• 57 get regular screenings such as blood pressure
  and cholesterol checks
• 50 make an active effort to stay informed about
  health issues

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Strategic Roles of Magazines

• More Than Just A Ring
• Magazines Books Support Our Retailers Marketing
  Plans

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David Hall

• Director, Book Committee Affairs IPDA

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The Atkins for Life Revolution
St. Martins Press
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Its Not Just a Book - Its a Brand
Essential Kit
Hardcover
Trade Paper
Audio
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Its Not Just a Book - Its a Brand

• Millions of people worldwide have adopted a
  controlled carbohydrate lifestyle
• Numerous recent studies have shown that the
  Atkins lifestyle can help people lose weight and
  lower cholesterol
• There have been more than 2.5 billion media
  mentions of Atkins in the last 3 years

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Atkins For Life Hardcover

• Released with more copies pre-sold than the last
  Steven King novel
• To Date Over 2.2 million copies sold!
• Over 6 months on The New York Times bestseller
  list

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Atkins Controlled Carbohydrate Brand
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Informational Ads Complete the Atkins Story

• Distributed to 50 Million Households
• Through 25 Magazines
• Through Doctors offices

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New Dairy Partnership
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SUBWAY Partnership

• Atkins partnered with SUBWAY Restaurants to
  offer a new line of low-carbohydrate, Atkins
  Friendly Wraps at all 20,400 of their US
  Canadian locations

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T.G.I. Fridays Partnership

• Atkins partnered with T.G.I. Friday's to
  create a low carb menu full of appetizers and
  tasty entrées

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Dr. Arthur Agatston
Becomes the media star of South Florida and soon
after, the rest of the world
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Best Sellers
Can differ by class of trade
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THE PILL BOOK

• Over 14 million copies in print worldwide
• Sales continue to uptrend with each edition
• Average 75 sell-through
• 80 of the unit sales are in the distributor to
  retail market

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• First publication December 1997
• Initial distribution 113,831
• Reorders are now 30 TIMES the initial
  distribution

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• Over 3.7 million copies of the Sugar Busters!
  books sold
• 84 sell through

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DR. DEAN ORNISHS PROGRAM FOR REVERSING HEART
DISEASE

• Will surpass 1 million copies sold in 2004
• Publicity driven sales

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Trend Recommendations

• Emerging Demographics Hispanic/Aging Baby
  Boomers Buying patterns shared between
  category buyers Identify sales potential
  Implement assortment Specialty sections and
  displays

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Trend Recommendations

• Convenience for the Consumer Meeting their
  needs in-store Deli, bakery, prepared foods,
  wellness centers Outpost displays in related
  departments

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Whole Health / Active Living Magazine Display
Concepts
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Outpost Spinner Rack
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Integrated Whole Health Fixture
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Whole Health Endcap
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Customer Service Center
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Thanks to the Committee Rich Alleger Todd
Garland David Hall
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