Supercenter retailer Meijer is working with consumer magazines trade association Magazine Publishers of America to test a newsstand promotion in all Meijer locations throughout Indiana, Illinois, Kentucky, Michigan, and Ohio, that gives customers who buy two or more magazines in a single shopping trip a $2 discount off their next purchase at Meijer.

"Meijer has always been a strong supporter of the magazine category," said Gerry Wilding, buyer/merchandiser for books, magazines, music, and movies at Meijer. "This promotion [is] the kind of innovative marketing that is consistent with the Meijer brand."

The promotion will run from August 21 to September 6.

Meijer carries more than 1,800 magazines in its stores, and all titles qualify for the promotion. Marketing messaging for the campaign will focus on the unique benefits of the magazine reading experience, with the theme, "Magazines Put the World in Your Hands."

According to MPA, which is spearheading the program, the promotion is notable because it involves the entire magazine category, including hundreds of titles across all subject categories. MPA and a consortium of publishers -- including Bonnier Corp., Conde Nast Publications, Hachette Filipacchi Media U.S., Meredith Corporation, The Reader's Digest Association, and Rodale Inc. - are funding the promotion.

Planning for the initiative involved all four national distributors - Comag Marketing Group, Curtis Circulation Company, Kable Media Services, and Time/Warner Retail Sales & Marketing - as well as Distribution Services, Inc. (DSI). Merchandising support will come from Source Interlink Distribution.

Promotional support involves:
* A custom nine-magazine display bin at each store's entrance
* In-store signage at checkouts and mainlines magazine sections
* Features in Meijer's weekly circular
* An e-mail blast to Meijer customers and promotion on the Meijer Web site
* Full-page ads in local newspapers

Meijer operates 182 supercenters throughout Michigan, Indiana, Illinois, Ohio, and Kentucky.