PBAA: MANAGE MAGAZINES AS TWO CATEGORIES

ATLANTIC CITY, N.J. -- Magazines are one of the top profit producers for supermarkets, but mainline and checkout racks have reached the point where they need to be managed as separate categories, said Mike Kessler, chief executive officer at Central Sales & Marketing, publishing sales and marketing consultants, Fair Lawn, N.J.Kessler spoke here last month during the New York-based Periodical & Book

ATLANTIC CITY, N.J. -- Magazines are one of the top profit producers for supermarkets, but mainline and checkout racks have reached the point where they need to be managed as separate categories, said Mike Kessler, chief executive officer at Central Sales & Marketing, publishing sales and marketing consultants, Fair Lawn, N.J.

Kessler spoke here last month during the New York-based Periodical & Book Association of America's annual convention, where he presented findings from a

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