“Magazines Make Connections”launched at the March Retail Conference，presented a new theme to change retailers'perceptions.For the first time it linked together，cogently，the unique assets magazines bring retailers under the theme of“Connections”.
*Connected to customers with buying power and influence through our brands，our content，our relevancy：140 categories to match every consumer passion.
*Connected to stores through a unique logistics and distribution system that handles incredible product complexity and assures freshness.
*Connected to retailers'bottom line，providing value beyond pure profits.
*Connected to the future，through constant innovation and renewal.
What was key to this message is that for the first time，it celebrates the differences of magazines from the rest of the store，rather than apologizing for them.Magazines have unique strengths and we need to aggressively articulate them.Since the Retail Conference in March，this message was extended and amplified through the retail community.
It was reformatted into a 24-page advertising supplement in the FMI issue of Supermarket News，translated into discussion and presentation materials，and has been presented to numerous audiences，notably at major retail industry conferences，such as FMI，NACDS and GMDC.
3.Relationships
We've also embarked on a top-to-top program to raise the visibility of magazinesto the top management of our retail customers.With the increasing concentration of buying power，just 23 retailers represent over 80 percent of volume.
How many of us have called on our major retailers？We don't flinch at flying to see Procter&；Gamble at a moment's notice.But，few of us ever make it to Kroger，America's largest supermarket chain，also based in Cincinnati.