CIA Spring 2012

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2004 2007 2011

Reports

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2004 2007 2011

Actions

2004 2007 2011

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2004 2007 2011

Users

2004 2007 2011

• Number of Users

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• 65% of reports “marketing” oriented

• 40% of reports run by clients / consultants

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Expansion Opportunities: Three Approaches1. EDGE-based analytics

Expansion Opportunities

• Identify

• Analyze

• Forecast

• Rank

• Measure

- expansion targets by class of trade / retailer

- current trends to establish baselines

- expected sales results

- retail targets

- actual results versus expectations

MAC LIFE201101 - 201104

Store

Count

Average

Draw

Average

SalesEfficiency

Draw /

Dealer

Sale /

Dealer

8,284 83,429 32,650 39.1% 10.1 3.9

6,087 22,840 6,446 28.2% 3.8 1.1

14,371 106,269 39,096 36.8% 7.4 2.7

MAC WORLD MENS HEALTH201101 - 201104 Issues 201010 - 201103

Store

Count

Average

Draw

Average

SalesEfficiency

Draw /

Dealer

Sale /

Dealer

Selling Both Titles 8,284 72,657 29,084 40.0% 8.8 3.5

Selling One Title 5,954 18,347 5,028 27.4% 3.1 0.8

Total 14,238 91,004 34,112 37.5% 6.4 2.4

MAC LIFE201101 - 201104

Store

Count

Average

Draw

Average

SalesEfficiency

Draw /

Dealer

Sale /

Dealer

8,284 83,429 32,650 39.1% 10.1 3.9


Store

Count

Average

Draw

Average

SalesEfficiency

Draw /

Dealer

Sale /

Dealer

Selling Both Titles 8,284 72,657 29,084 40.0% 8.8 3.5

Expansion Opportunities: Mac World


Class of TradeStore

Count

Average

Draw

Average

SaleEfficiency

Sale /

Dealer

8,284 72,657 29,084 40% 3.5

TERMINAL 772 30,452 15,050 49% 19.5

BOOKSTORE 1,934 13,846 6,190 45% 3.2

GROCERY 2,717 10,175 3,578 35% 1.3

OTHER 665 9,164 1,653 18% 2.5

MASS MERCHANDISE 1,024 4,017 924 23% 0.9

NEWSSTAND 388 1,711 643 38% 1.7

DRUG 452 1,910 560 29% 1.2

MILITARY 132 674 294 44% 2.2

CONVENIENCE 185 653 175 27% 0.9

MAC LIFE201101 - 201104

Average

Draw

Average

SaleEfficiency

Sale /

Dealer

Average

Draw

Average

Sale

83,429 32,650 39% 3.9 87% 89%

30,855 15,130 49% 19.6 99% 99%

18,547 7,942 43% 4.1 75% 78%

12,343 4,716 38% 1.7 82% 76%

11,263 1,611 14% 2.4 81% 103%

4,677 1,273 27% 1.2 86% 73%

1,978 616 31% 1.6 86% 104%

2,149 746 35% 1.6 89% 75%

871 406 47% 3.1 77% 72%

684 189 28% 1.0 95% 93%

RATIOS

These ratios, efficiencies and sales per dealer provide baselines for anticipated performance from expansion efforts into retailers selling

Mac Life but not Mac World.

Expansion Opportunities: Mac World

MAC LIFE MAC WORLD

Issues 201101 - 201104Projected Performance

Banner Name Class of Trade Store CountAverage

Draw

Average

SaleEfficiency

Sale /

Dealer

Current

Ratio

(COT)

Draw Sale EfficiencySale /

Dealer

CVS DRUG 932 2,902 825 28% 0.9 75% 2,112 620 29% 0.7

BEST BUY OTHER 153 765 394 51% 2.6 103% 2,241 404 18% 2.6

WAL MART SUPERCENTER MASS MERCHANDISE 344 1,631 435 27% 1.3 73% 1,371 315 23% 0.9

SHOPPERS DRUG DRUG 186 733 285 39% 1.5 75% 729 214 29% 1.1

PARADIES TERMINAL 12 329 203 62% 16.9 99% 408 201 49% 16.8

HUDSON NEWS-TERMINAL TERMINAL 12 378 189 50% 15.7 99% 380 188 49% 15.6

PUBLIX GROCERY 122 582 220 38% 1.8 76% 475 167 35% 1.4

STOP & SHOP SUPERMKT GROCERY 177 456 194 42% 1.1 76% 418 147 35% 0.8

KROGER GROCERY 187 689 188 27% 1.0 76% 406 143 35% 0.8

WALGREENS DRUG 310 1,062 188 18% 0.6 75% 480 141 29% 0.5

WAL MART CANADA MASS MERCHANDISE 136 1,170 163 14% 1.2 73% 514 118 23% 0.9

RITE AID DRUG 331 873 153 17% 0.5 75% 391 115 29% 0.3

TARGET MASS MERCHANDISE 204 565 150 27% 0.7 73% 473 109 23% 0.5

CREWS OF CALIFORNIA TERMINAL 3 192 90 47% 29.8 99% 180 89 49% 29.7

INDEPENDENT OTHER HQ OTHER 28 141 84 60% 3.0 103% 478 86 18% 3.1

HARRIS TEETER GROCERY 51 242 102 42% 2.0 76% 219 77 35% 1.5

BARNES & NOBLE COLLEGE

BOOKSBOOKSTORE 111 483 97 20% 0.9 78% 170 76 45% 0.7

TOP TARGETS 3,299 13,192 3,956 30% 1.2 81% 11,444 3,210 28% 1.0

ALL RETAILERS 6,087 22,840 6,446 28% 1.1 57% 14,345 5,742 40% 0.9

RETAILERS CURRENTLY SELLING MAC

LIFE BUT NOT MAC WORLD

Expansion Opportunities: Three Approaches2. Advanced Analytics

Newsstand Break-EvenAnalysis

Using basic newsstand metrics we determine a title’s break-even point of efficiency.

Also determine net profit:• per reader• per issue• annually

Analysis shows several thousand retailers profitably selling competitive titles where Mac World is not displayed.

Three segments of business -

• retailers selling Mac Life and PC World;

• retailers selling Mac Life;

• and retailers selling PC World;

show potential for profitable expansion of Mac World distribution.

Source: store-level O&R data representing 95% of newsstand; Jan 2011 – April 2011.

Venn Analysis

MAC WORLD

MAC LIFE PC WORLD

M WO

Stores 3,171

Draw 7,478

Sale 2,134

Eff 28.5%

section in the "Venn" tab. *Note that

M WO M LI

Stores 877 877

Draw 3,450 4,015

Sale 1,124 1,380

Eff 32.6% 34.4%

M WO M LI PC W

Stores 6,518 6,518 6,518

Draw 64,788 74,296 77,368

Sale 26,457 29,326 16,373

Eff 40.8% 39.5% 21.2%

M WO PC W

Stores 2,371 2,371

Draw 9,946 11,201

Sale 3,052 3,081Eff 30.7% 27.5%

M LI

Stores 2,145

Draw 7,478

Sale 2,063

Eff 27.6%

M LI PC W

Stores 3,797 3,797

Draw 15,448 15,913

Sale 4,633 3,895

Eff 30.0% 24.5%

PC W

Stores 15,791

Draw 54,762

Sale 11,769

Eff 21.5%

Draw/Sale: Stores Selling Both MAC LIFE and PC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

Mac Life 3,797 15,448 4,633 30.0% 4.07 1.22

Runner's World 3,797 14,299 5,944 41.6% 3.77 1.57

Almost 4,000 retailers sell both Mac Life and PC World, but not Mac World.

Mac Life PC World

Class of TradeStore

Count

Avg

DrawAvg Sale

Sale /

Dealer

Avg

DrawAvg Sale

Sale /

Dealer

Terminal 51 1,244 588 11.5 1,133 310 6.1

Bookstore 128 599 208 1.6 473 135 1.1

Mass 738 3,485 916 1.2 3,303 974 1.3

Grocery 1233 4,432 1,468 1.2 3,485 3,303 2.7

Drug 1327 4,509 1,132 0.9 4,702 991 0.7

Other 320 1,179 321 1.0 1,203 231 0.7

TOTAL 3,797 15,448 4,633 1.2 14,299 5,944 1.6

Opportunity Analysis

Several classes combine significant sales volume and acceptable sales per dealer to make them potential expansion targets. While Terminal and Bookstore classes would probably require investment, Mass and Grocery probably would not.


Almost 4,000 retailers sell both Mac Life and PC World, but not Mac World.

Mac Life PC World

Banner NameStore

CountAvg Draw Avg Sale

Sale /

DealerAvg Draw Avg Sale

Sale /

Dealer

CVS 680 2,247 629 0.9 2,666 591 0.9

WAL MART SUPERCENTER 365 1,725 487 1.3 1,960 605 1.7

PUBLIX 134 623 236 1.8 684 163 1.2

SHOPPERS DRUG 116 513 211 1.8 410 105 0.9

STOP & SHOP SUPERMKT 181 475 198 1.1 858 208 1.1

HUDSON NEWS-TERMINAL 14 439 192 13.7 384 116 8.3

WALGREENS 288 1,004 174 0.6 846 170 0.6

PARADIES 12 237 150 12.5 231 64 5.3

WAL MART CANADA 89 731 139 1.6 319 120 1.3

KROGER 95 368 114 1.2 327 89 0.9

ALL RETAILERS 3,797 15,448 4,633 1.2 14,299 5,944 1.6



A number of retailers offer attractive expansion metrics, with competitors selling more than 1 copy per store. The opportunities exist across several classes including Mass, Grocery and Drug.

Draw/Sale: Stores Selling Both MAC LIFE and PC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

Mac Life 3,797 15,448 4,633 30.0% 4.07 1.22

Runner's World 3,797 14,299 5,944 41.6% 3.77 1.57

Draw/Sale: Stores Selling MAC LIFE but not MAC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

Mac Life 2,145 7,478 2,063 27.6% 3.49 0.96

Mac Life

Class of TradeStore

CountAvg Draw Avg Sale Pct.

Draw /

Dealer

Sale /

Dealer

Terminal 17 396 161 41% 23.3 9.5

Bookstore 212 962 228 24% 4.5 1.1

Grocery 584 1,903 472 25% 3.3 0.8

Mass 320 1,094 208 19% 3.4 0.7

Drug 446 1,207 363 30% 2.7 0.8

Other 566 1,916 632 33% 3.4 1.1

TOTAL 2,145 7,478 2,063 28% 3.5 1.0


Source: store-level O&R data representing 95% of newsstand; Jan 2011 - April 2011.

Over 2,100 retailers sell Mac Life but not Mac World

However, most classes are unable to generate the volume of sales per dealer to make them attractive expansion targets. With the exception of Terminal, any expansion efforts should be fully vetted.

Over 2,100 retailers sell Mac Life but not Mac World

Mac Life

RetailerStore


Draw /

Dealer

Sale /

Dealer

BEST BUY 155 775 403 52% 5.0 2.6

HMS HOST-TERMINAL 9 354 283 80% 39.3 31.4

CVS 216 560 171 31% 2.6 0.8

SHOPPERS DRUG 96 376 148 39% 3.9 1.5

PARADIES 10 290 138 48% 29.0 13.8

TARGET 149 404 116 29% 2.7 0.8

KROGER 112 405 100 25% 3.6 0.9

RITE AID 134 318 73 23% 2.4 0.5

BARNES & NOBLE COLLEGE

BOOKS

65 272 61 22% 4.2 0.9

WAL MART CANADA 45 400 46 12% 8.9 1.0

TOTAL 2,145 7,478 2,063 28% 3.5 1.0


Only terminal retailers generate sufficient sales per dealer to make them attractive expansion targets.

Draw/Sale: Stores Selling MAC LIFE but not MAC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

Mac Life 2,145 7,478 2,063 27.6% 3.49 0.96


Draw/Sale: Stores Selling PC WORLD but not MAC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

PC World 15,791 54,762 11,769 21.5% 3.47 0.75

PC World

Class of TradeStore


Draw /

Dealer

Sale /

Dealer

GROCERY 4088 17,167 3,571 21% 4.2 0.9

MASS MERCHANDISE 2654 12,174 3,383 28% 4.6 1.3

DRUG 6476 18,753 3,233 17% 2.9 0.5

CONVENIENCE 777 2,521 309 12% 3.2 0.4

TERMINAL 45 621 187 30% 13.8 4.2

OTHER 1,751 3,526 1,086 31% 2.0 0.6

TOTAL 15,791 54,762 11,769 21% 3.5 0.7

Source: store-level O&R data representing 95% of newsstand; Jan 2011 - April 2011.

Almost 15,800 retailers sell PC World but not Mac World.

However, most classes are inefficient and generate low volumes per retailer. Any expansion efforts into these stores should be fully vetted.


Almost 15,800 retailers sell PC World but not Mac World.

PC World

RetailerStore


Draw /

Dealer

Sale /

Dealer

WAL MART SUPERCENTER 1399 7,288 2,345 32% 5.2 1.7

WALGREENS 3734 9,512 1,661 17% 2.5 0.4

CVS 1419 4,947 972 20% 3.5 0.7

WAL MART 386 1,722 502 29% 4.5 1.3

PUBLIX 460 2,411 489 20% 5.2 1.1

KROGER 271 1,037 275 27% 3.8 1.0

RITE AID 667 2,165 266 12% 3.2 0.4

TARGET 418 1,539 237 15% 3.7 0.6

SAFEWAY 246 966 225 23% 3.9 0.9

GIANT FOOD CARLISLE 127 784 194 25% 6.2 1.5

TOTAL 5,852 26,854 8,496 32% 4.6 1.5


Most, however, have modest efficiencies and sales per dealer that make them speculative targets. Only Wal Mart and Giant Food offer any real possibilities.

Draw/Sale: Stores Selling PC WORLD but not MAC WORLD

TitleStore

Count

Average

Draw

Average

SalesEfficiency

Draw /

Store

Sale /

Store

PC World 15,791 54,762 11,769 21.5% 3.47 0.75


Expansion Opportunities: Three Approaches3. Demographic / Consumer purchasing behavior

Spectra Quadrant Analysis

Demographic and consumer purchasing behavior, by store, is used to identify “high and low” potential sales. These are compared to actual sales to generate the below quadrant analysis.

Source: store-level O&R data for all Wal Mart divisions; May 2010 – April 2011

Measuring ResultsBefore-and-After Range of Sale

Before-and After Range of Sale Analysis

Issues 201102 - 201106 , 1 or More Issues

Range of

Sale

# of

AccountsDraw Sales Efficiency

Share of

Draw

Share of

SalesVariance

Draw /

Dealer

Sale /

Dealer

0-1 15,580 79,447 7,060 8.9% 32.6% 7.8% -24.8 5.1 0.5

1-3 8,425 51,549 20,026 38.8% 21.1% 22.1% 1.0 6.1 2.4

3-7 4,817 48,104 24,307 50.5% 19.7% 26.8% 7.1 10.0 5.0

7-12 1,479 24,831 14,052 56.6% 10.2% 15.5% 5.3 16.8 9.5

12-18 527 13,267 7,865 59.3% 5.4% 8.7% 3.2 25.2 14.9

18-25 211 6,786 4,498 66.3% 2.8% 5.0% 2.2 32.2 21.3

25-35 145 6,061 4,319 71.3% 2.5% 4.8% 2.3 41.8 29.8

35-50 81 4,621 3,394 73.4% 1.9% 3.7% 1.9 57.0 41.9

50-75 30 2,712 1,749 64.5% 1.1% 1.9% 0.8 90.4 58.3

>75 28 6,580 3,320 50.5% 2.7% 3.7% 1.0 235.0 118.6

Totals 31,323 243,957 90,588 37.1% 100.0% 100.0% N/A 7.8 2.9

Issues 201108 - 201112 , 1 or More Issues

Range of

Sale

# of


Share of

Draw

Share of

SalesVariance

Draw /

Dealer

Sale /

Dealer

0-1 11,555 53,747 15,148 28.2% 26.4% 16.9% -9.5 4.7 1.3

1-3 7,701 44,478 17,218 38.7% 21.8% 19.2% -2.6 5.8 2.2

3-7 4,663 44,961 20,950 46.6% 22.1% 23.4% 1.3 9.6 4.5

7-12 1,448 23,656 12,867 54.4% 11.6% 14.4% 2.7 16.3 8.9

12-18 517 13,099 7,797 59.5% 6.4% 8.7% 2.3 25.3 15.1

18-25 205 6,558 4,231 64.5% 3.2% 4.7% 1.5 32.0 20.6

25-35 140 5,667 3,918 69.1% 2.8% 4.4% 1.6 40.5 28.0

35-50 79 4,417 3,205 72.6% 2.2% 3.6% 1.4 55.9 40.6

50-75 28 2,394 1,507 62.9% 1.2% 1.7% 0.5 85.5 53.8

>75 21 4,751 2,805 59.0% 2.3% 3.1% 0.8 226.2 133.6

Totals 26,357 203,727 89,645 44.0% 100.0% 100.0% N/A 7.7 3.4

Pre - and - Post Cut Variance 201101 - 201112

Variance Pct Variance

Range of

Sale

# of

AccountsDraw Sales Draw Sales

Share of Draw

Reduction

0-1 -4,025 -25,700 8,088 -32.3% 114.6% 63.9%

1-3 -724 -7,071 -2,807 -13.7% -14.0% 17.6%

3-7 -154 -3,143 -3,358 -6.5% -13.8% 7.8%

7-12 -31 -1,176 -1,185 -4.7% -8.4% 2.9%

12-18 -10 -169 -68 -1.3% -0.9% 0.4%

18-25 -6 -229 -267 -3.4% -5.9% 0.6%

25-35 -5 -394 -401 -6.5% -9.3% 1.0%

35-50 -2 -204 -189 -4.4% -5.6% 0.5%

50-75 -2 -318 -242 -11.7% -13.8% 0.8%

>75 -7 -1,829 -515 -27.8% -15.5% 4.5%

Total -4,966 -40,230 -943 -16.5% -1.0%

Range of Sale 201108 - 201112 , 1 or More Issues

Range of

Sale

# of


Share of

Draw

Share of

SalesVariance

Draw /

Dealer

Sale /

Dealer

0-1 2,012 6,906 719 10.4% 46.5% 12.5% -34.0 3.4 0.4

1-3 512 2,468 1,157 46.9% 16.6% 20.2% 3.5 4.8 2.3

3-7 205 1,499 1,008 67.3% 10.1% 17.6% 7.5 7.3 4.9

7-12 58 980 575 58.7% 6.6% 10.0% 3.4 16.9 9.9

12-18 13 275 188 68.4% 1.9% 3.3% 1.4 21.2 14.5

18-25 27 722 585 81.0% 4.9% 10.2% 5.3 26.7 21.6

25-35 10 495 300 60.5% 3.3% 5.2% 1.9 49.5 30.0

35-50 3 157 147 93.6% 1.1% 2.6% 1.5 52.3 49.0

50-75 3 212 189 89.2% 1.4% 3.3% 1.9 70.7 63.0

>75 6 1,135 869 76.6% 7.6% 15.2% 7.5 189.2 144.8

Totals 2,849 14,849 5,736 38.6% 100.0% 100.0% N/A 5.2 2.0

Wholesaler Share of Market Trends

-5%

0%

5%

10%

15%

20%

25%

30%

35%

2007 2008 2009 2010 2011

TNG

AND

SIC

IND

HUD

TNG-LP

OTHERS

Source: CMG billing records, 2007 to 2011.

Wholesaler EfficiencyTrends

25%

27%

29%

31%

33%

35%

37%

39%

41%

2007 2008 2009 2010 2011

TNG

AND

SIC

IND

HUD

TNG-LP

OTHERS

Source: CMG Billing records; 2007 to 2011.

CMG Publisher YOY Dollar Trend by Wholesaler

-6%

-2%

2%

-7%-8% -8%

-13%

-15%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%

HEARST CONDE READ DIG. PENNY CONSUMERS ROB KENNEDY

BONNIER INTERWEAVE

TNG

-6% -7%-9%

-13%-12%

-15%

-11% -11%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


BONNIER INTERWEAVE

TNG-LP

-9%

-16%

-7%-6%

-16%-15%

-26%

-15%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


BONNIER INTERWEAVE

SIC

-2%0%

-7% -7%

-3%

-21%

-1%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


BONNIER INTERWEAVE

HUDSON

-36%

-11%-10%

-15%

-6%

-28%

-12%

-23%

11%

-30%

-25%

-20%

-15%

-10%

-5%

0%

5%

10%

15%


BONNIER INTERWEAVE

OTHERS

-5%

-9%

-11%

-3%

-11%

-14%

-12%

-10%

-8%

-6%

-4%

-2%

0%

TNG TNG-LP SIC HUD OTHERS

CMG OVERALL

Source: CMG Billing records; 2007 to 2011.

43%

23%

13%11%

2% 3% 4%

0%

10%

20%

30%

40%

50%

GROCERY MASS TERMINAL DRUG BOOKSTORE CONVENIENCE OTHER

TNG

38%

35%

5%

7%

1%

8%6%

0%

10%

20%

30%

40%

50%


TNG-LP

30%

24%

7%

16%14%

2%6%

0%

10%

20%

30%

40%

50%


SIC

34%

12%

17%

22%

1%

6%

9%

0%

10%

20%

30%

40%

50%


HUDSON

27%

13%

3%5%

11%

14%

27%

0%

10%

20%

30%

40%

50%


OTHER

Wholesaler – Share of Market by Class of Trade

Source: store-level O&R data; all titles, 2011 issues.

Wholesaler - Share of Market by Retailer

16%

9%

7%

5% 5%4%

0%

5%

10%

15%

20%

25%

30%

35%

WAL MART KROGER PUBLIX HUDSON NEWS SAFEWAY SHOPPERS DRUG

TNG

32%

9%

5% 5% 5%

3%

0%

5%

10%

15%

20%

25%

30%

35%

WAL MART KROGER WALGREENS SCHNUCK MARKETS HY VEE FOOD STORES PARADIES

TNG-LP

23%

14%

6% 6% 6% 5%

0%

5%

10%

15%

20%

25%

30%

35%

WAL MART BARNES & NOBLE WALGREENS SAFEWAY TARGET SUPERVALU

SIC

12%

10% 10%9%

5%4%

0%

5%

10%

15%

20%

25%

30%

35%

HUDSON NEWS CVS AHOLD WAL MART RITE AID DELHAIZE

HUDSON

7% 6%

4% 4% 3% 3%

0%

5%

10%

15%

20%

25%

30%

35%

WAL MART CANADA DOLLAR GENERAL BARNES & NOBLE SAMS CLUB BOOKS A MILLION LOWES COMPANIES

OTHER

TOP SIX RETAILERS = 46% SHARE




Source: store-level O&R data; all titles, 2011 issues.

CIA Spring 2012

Documents

reports views

expansion efforts

mac world

data emphasis

low sales ratios

reports marketing oriented40

solid sales efficiencies

low ratios