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Kate Austin Managing Director DJ Murphy Ltd

Kate Austin Managing Director DJ Murphy Ltd. This was me in 2002!. Where we were in 2002. 3 rd in market of 3 1. Your Horse – emap 2. Horse – IPC Media 3. Horse&Rider – DJ Murphy 26% retail market share Low retail profile More challenging retail environment. MagSell 03 Award Winner.

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Kate Austin Managing Director DJ Murphy Ltd

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  1. Kate Austin Managing Director DJ Murphy Ltd

  2. This was me in 2002!

  3. Where we were in 2002 • 3rd in market of 3 • 1. Your Horse – emap • 2. Horse – IPC Media • 3. Horse&Rider – DJ Murphy • 26% retail market share • Low retail profile • More challenging retail environment

  4. MagSell 03 Award Winner And this was me in 2003!

  5. What we achieved in 2003 • Year on year average retail sales up 16% • 10 out of 12 issues increased sales y.o.y • Excellent retention supply/sales on non- promoted issues • Moved to strong 2nd place in sector, closing on leader

  6. What we achieved • Market share up from 26% to 34% • 59 places gained in WHSN rankings while competitors lost places • 29.9% increase in r.s.v. PLUS • Momentum for the future • Strong working relationship with retailers

  7. Here’s how we did it….

  8. 1. Studied the market • Monitored sales trends • Researched our readers… and ‘their’ readers • Annual in-mag surveys • Reader panels: phone and on-line • Discussion groups • Not forgetting instinct and intuition!

  9. 2. Studied our competitors • Kept an open mind • Respected their skills and expertise • Dissected every issue • Analysed every promotion • Assessed the main differences • Ongoing SWOT

  10. 3. Perfected our product • Played to our strengths • Increased pagination by minimum 16 pages, 32 pages on 3 issues • Increased paper weight and quality • Monitored effect through reader panels • Ongoing refinement

  11. 4. Worked with distributor • Our link with retail • Regular meetings • Detailed knowledge of retail • Meticulous planning • Tailored retail strategies • Constant feedback and fine-tuning

  12. 5. Clear retail objectives • Plan well in advance • Honest analysis of retail strengths and weaknesses • Outline sales and distribution expectations • Understand retailers’ objectives • Retail schemes – think before you book • Analyse what has / hasn’t worked

  13. 6. Consumer promotions • Fresh and innovative • Right for readers – right for retail • Added value enhances brand • Poor gifts can damage brand

  14. The golden rules

  15. The golden rules • Don’t be scared of retail • Be clear about your retail objectives • Forge strong publisher:distributor:retailer links • Size matters…but not as much as you think • Don’t be fazed by strong competitors • Take prudent risks • Be prepared to forego short term profit • DON’T PANIC!

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