Background
ShortList Media publishes award-winning, high quality weekly magazines but unlike their paid-for competitors they distribute them for free to commuters on their way to work. Their men’s magazine, ShortList has recently enjoyed its eigth ABC increase since launch, with an audited figure of 526,359 Total Average Net Distribution for the July – December 2011 period.
Their weekly magazine for intelligent, stylish women, Stylist, was launched in 2009 and has risen to an ABC of 429,034 Total Average Net Distribution for the July – December 2011 period.
ShortList and Stylist are a seamless part of their readers’ journeys, delivered through their dedicated, national network of over 600 distributors throughout Britain.
Challenge
ShortList was one of the first freemium consumer magazine titles to enter the market. It was therefore vital that their distribution statement was transparent and accurate to give advertisers the confidence to invest in this new channel. This new distribution approach has transformed consumer expectations of free magazines and has radically changed traditional magazine business models.
Solution
ABC developed new Reporting Standards specifically for magazines distributed by hand which are open to all publishers to underpin confidence and ensure transparency for this new distribution approach.
With this new distribution approach it was vital to have robust confirmation of a titles circulation through an ABC audit to ensure ShortList Media could grow its advertising revenue. Achieving the ABC stamp of trust gave their advertisers reliable data on which they could base their buying decisions.
Stylist and ShortList elected to feature in the six monthly ABC Consumer Magazines Report to showcase the popularity of their magazines alongside other titles in their sectors.
Benefit
ABC works closely with ShortList Media to ensure a smooth and accurate audit. ABC’s Account Management team have given training sessions to their sales team on how to use their ABC certificate to best advantage when negotiating advertising rates. ShortList Media always implement stringent procedures in house to ensure that their distribution methods meet the highest standards.
Ken Moreton, Circulation & Production Director, ShortList Media commented “ABC is the principal currency in which we trade when negotiating with agencies. Advertisers have the reassurance that the figures generated by ShortList and Stylist have been independently verified and can be relied upon.”
Ken also believes in the development of standards by the industry, for the industry. He took the opportunity to sit on the ABC Consumer Magazines Reporting Standards group where he has a key role in the development of industry standards to ensure they evolve and keep pace with industry changes.
ShortList Media have produced two ground breaking Freemium titles in recent years and we have worked extensively with them across both their male and female brands. The fact that both of their titles were audited by the ABC from launch meant that we were able to invest early, and with confidence.
Krys Piotrowski, Client Planning Director, Zenith Optimedia
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ShortList Media recognised the value of having an ABC certificate to provide their advertisers with an ‘independent’ stamp of trust on their distribution process. Providing credible and comparable ABC data was crucial to firmly establish ShortList Media’s titles in freemium magazines.
Jerry Wright, Chief Executive, ABC
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