Magazine-sponsored in-store promotional events appear to be a no-brainer for supermarkets. However, that's not always the case, publishers say.
As magazine publishers look for ways to offer their advertisers more value for their media buy, emphasis is being put on seeking retail partners to stage various in-store promotions. Among titles sponsoring such programs are Good Housekeeping, Cooking Light, Southern Living, Family Circle and Prevention.
"Retail is where it's at," said