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A Celebration of Print
There is a world of potential readers beyond the newsstand and with the right plan and distribution partner, they are reachable, says Chris Horn, managing director of Gold Key Media.
Q: How?
A: Non-newsstand outlets (NNOs) now come in many shapes, guises and sizes and this method of distribution for publishers has evolved into a sophisticated package of options depending on the goals and commercial strategy of each publisher.
Some publishers rely solely on this method of engaging their audience and obvious examples of these would be Metro, City AM, London Standard etc. These publishers often create their own NNO, locate them in high traffic locations and make the NNO exclusive to them. However, for publishers with smaller print runs, seeking a more targeted audience, there are many options available to them. For example, a 5-star hotel would be classed as an NNO, allowing a publisher to capture a very targeted HNW audience in print or digital formats. These locations also typically purchase print in considerable volumes so it’s important not to always assume that there isn’t a revenue generating opportunity by choosing to distribute into these channels.
Similar opportunities to capture these amazing audiences exist in airport lounges, waiting rooms, gyms, corporate offices, media agencies, private medical clinics, members clubs etc etc.
NNOs can also be very effective when linked to specific calendar events. A good distributor will often be able to secure you privileged access to an ultra HNW audience attending these events. Placing your copy on board a superyacht in Monaco harbour for the grand prix or in the guest rooms of 5-star hotels in Davos for the annual World Economic Forum can prove to be an incredibly successful placement campaign.
Placement within media agencies is also a very targeted method of creating awareness within a very influential and enclosed environment. Some of the UK’s biggest media agencies such as Wavemaker, WPP (Group M), Talon etc now have dedicated magazine racks located in their receptions and these racks are often replenished daily. Additionally, the racks can often be “taken over” and used by publishers to make well timed “noise” such as for a new launch or a high-profile media event such as a royal wedding or world cup.
Publishers can also look to cover their costs of placement in NNOs by securing third party sponsors. This is a tried and tested formula and can be achieved on short run, one off campaigns, allowing a sponsor to gain maximum exposure in these targeted locations. Sponsors / advertisers are very receptive to this method of high impact exposure and should always be added to your pitch when seeking additional advertising revenue.
There are considerable benefits to be gained from adopting this method of highly targeted placement into a publisher’s circulation strategy. These would include, securing more advertisers, converting casual readers into long term subscribers, higher ABC figures, generating additional revenue, increased visibility etc.
Q: What are your three top tips?
1. Work with a distributor who understands your goals and knows who your target audience is. This isn’t a one size fits all strategy. Each publication is unique, and their audiences are often elusive and rarely visit traditional newsstands. For instance, if your target audience is an ultra-high net worth individual who frequently travels by private jet and stays in luxury hotels in the Maldives, then work with a distributor who can ensure your publication is made available in these locations, as the likelihood of this individual visiting a traditional newsstand during the journey is remote. It’s also vitally important that your distributor has solid and long-established relationships with the venues they’re placing your copies into and that permission for placement of your title is prior approved. If they don’t have these relationships, the chances are, your copies will simply be thrown away.
2. Make sure your distribution strategy is treated equally as importantly as your editorial strategy. So many new publishers come to the market each year with a wonderfully edited and designed new publication, but they haven’t spent any time or effort in understanding where their audience will be found and how they will be captured and most importantly, how much that will cost. This oversight is often the downfall of a new publication launch.
3. When you and your distribution partner have curated the perfect distribution plan and selected the most relevant NNOs for your publication, make sure you understand the reasons why those locations have been chosen. This is especially important if you’re using this information to sell advertising. Media agencies are skilled negotiators and often drill down to the detail and if you can’t answer which 5-star hotels you’re placed in, or which airport lounges, gyms etc. and who’s using these locations, you run the risk of the advertiser being unconvinced of your strategy.
Gold Key Media has delivered innovative and targeted placement solutions for publishers for over 25 years, specialising in audience engagement and sampling programmes across the UK, Europe, USA, and the Middle East. We represent a wide range of global publishers, sampling and selling over 40 million newspapers and magazines per annum, helping publishers to improve their revenue streams and audience reach.
Email: chris.horn@gkml.co.uk
Website: www.gkml.co.uk
This article was included in the ‘Celebration of Print’ special, published by InPublishing in August 2025. Click here to see the other articles in this special feature.
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