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T Rachael Simpson-Jones Rachael is editor of Toy World and has solid experience in the trade press, where she has honed her skills in creating unique and original content across web and print platforms.
housands of retailers will be breathing a sigh of relief right now (along with their suppliers), having started welcoming consumers back through their doors after what has felt like a very, very long period of lockdown. Though necessary, the previous 10 weeks of severe restrictions have been undeniably tough for the majority of stores. Many have had to adapt their way of trading through lockdown, while they have also been forced to make physical changes to their stores, so consumers feel safe returning and, of course, lest we find ourselves in a similar situation in future. Perhaps one of the biggest lessons to have emerged from the crisis is that for many retailers to survive, an omnichannel approach is key. It’s not enough to only have your brick & mortar store; to capture as many sales as you possibly can, you need to also be active in the online space. Dip a toe in several ponds, and you’ll surely catch more fish. There are clear parallels here with trade marketing and the role of publishers. Imagine, if you will, a Venn diagram. Consumers of written media such as magazines fall largely into two groups – either they gravitate towards the publication’s online offerings, in the form of a website and social media channels, or they tend to favour the print issue – with the overlap inhabited by a large, crucial subsect of people who will use both media to access the widest choice of information in the most appropriate format. Publish a magazine without a complementary website or social media, and you’ve failed to capture a huge chunk of audience. Publish a website without a print offering, and you’ve fallen into
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the same trap. Some reading this may disagree - we’ve been hearing (wrongly) that print is dead for years, after all but hear me out. Each of us consumes information in myriad different ways, day in, day out, likely without even being aware, but here we’ll consider only two basic types of consumption; lean forward and lean back. The lean forward consumer knows what they are looking for, and actively seeks it out. Here’s an example. I read the consumer publication Empire. Empire has a website, uses various social media platforms, and publishes a print issue each month. When I hear about a new movie or PlayStation game, nine times out of ten I will jump on the website, search the name of the movie or game followed by ‘Empire review’, look at the star rating, perhaps read a bit more about it, then leave the website. Two minutes and I’m gone again. In this example, I am leaning forward. I want to find a particular piece of information, actively search for that and that alone, consume the information, and then move on. When the print issue of Empire arrives however, I’ll become a lean back consumer. Cup of tea in hand and a selection of biscuits nearby, I’m ready to let new information find me. Maybe I’ll gloss over a feature or interview that doesn’t strike me as particularly interesting, but more often than not I’ll read the issue cover to cover, absorb everything in it with a reasonably open mind, and be willing to change my thoughts or opinions based on new information. That 2,500-word article which would be so daunting online is suddenly a breeze, and I’m likely to look at the glossy printed adverts for much longer.
As retailers have learned, some more successfully than others, if you want to reach your target audience, regardless of where it is lurking, an omni-channel approach is the only way to do it. Retail has effectively been switched off an on again, hopefully debugged and with a new operating system installed. Suppliers would be wise to do the same when it comes to their marketing campaigns. With renewed focus on the importance of omni-channel business models, and with a lot of ground to make up between now and Christmas, brands need to ensure they are reaching all corners of the market using tried and trusted media partners. If you’re reading this, you’re hopefully already appreciative of what Toy World can offer your brand. Throughout the lockdown, our website has provided readers with the most important and up-to-date information available, edited for digestibility and relevance, while our print issues have continued unabated, delivering news, views, opinion and product guidance at a time when it was most needed and appreciated - and while other platforms went dark. As a writer, I believe in the power of the written word and, as an editor, I strive to ensure that Toy World magazine, the website and the daily newsflash are filled with engaging and entertaining content for our readers. The team works collaboratively with all sectors of the toy industry to ensure that we achieve this. With much uncertainty still out there, we know how important it is to get your message in front of your target audience. If you’re interested in seeing what we can do for your brand, let us know.
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For editorial enquiries, contact Rachael Simpson-Jones rachael@toyworldmag.co.uk or Lisa Currie lisa@toyworldmag.co.uk
Toy World 60
Editorial copy date – 3rd July Ad copy date – 14th July