Kitchens & Bathrooms Quarterly has proven it can reach a new market of prospective kitchen and bathroom buyers by achieving significant new audience this year in Coles stores.
The publication was upgraded in 2018 and real-time scan sales indicate that the current edition (Vol 25 No 4) continues to gain in this channel. This opens a whole new audience for the publication.
KITCHENS & BATHROOMS QUARTERLY BRINGS THE PROJECT DISCUSSION
“Even consumers with the greatest intention to do a kitchen or bathroom project THIS YEAR get distracted from the research they have to do,” said Publisher Janice Williams. “Work, family and household commitments all get in the way.” By placing Kitchens & Bathrooms Quarterly in front of consumers with project intentions while they are doing the shopping, we are providing a solution. They no longer have to wait until they have time to do the research- they can simply grab a full market overview in one easy buy while doing the weekly groceries.
In one edition of Kitchens & Bathrooms Quarterly, consumers get all the providers, products and new ideas on the market. “They come away with a sense of what they like and where they can get it – all from a 60-minute flip-through,” said Ms Williams. “The copy of Kitchens & Bathrooms Quarterly that gets taken home and passed around family members will get the discussion about the new kitchen and bathroom project onto the family table.”
FOR MARKETERS – KITCHENS & BATHROOMS QUARTERLY REACHES BUYERS, NOT BROWSERS
“Kitchens & Bathrooms Quarterly is not a magazine you buy for the recipes – there are none,” said Ms Williams. “It really is a publication designed to help with pre-purchase research. Buying Kitchens & Bathrooms Quarterly is also a real commitment to getting the project done. Our readers are not uncommitted browsers- they are ready to get ideas and make decisions. The audience of consumers reached are well and truly in ‘Project Mode’.
“When someone is getting a kitchen or bathroom done, it is the most important thing in the world for them at that time. A publication that offers the definitive market overview of just kitchens and bathrooms satisfies their need, and helps move them from dreaming to confident action.”
Kitchens & Bathrooms Quarterly is currently ranged in Coles and Woolworths stores, including more than 600 of the most high-turnover Coles stores. “This additional reach allows us to be more suggestive in our approach to the consumer,” said Ms Williams. “Everyone wants a new kitchen some day, but by being in the face of shoppers, we are able to say, ‘Hey- here’s your plan for doing it today.’”
The Kitchens & Bathrooms Quarterly distribution network already includes an effective machine of both traditional and non- traditional outlets. The company also uses digital marketing tactics to direct-market the publication to consumers online.
ABOUT KITCHENS & BATHROOMS QUARTERLY MAGAZINE
Kitchens & Bathrooms Quarterly has been available for 25 years and is part of a group that includes numerous special editions such as Kitchen Yearbook, Bathroom Yearbook and Luxury Kitchens & Bathrooms. The publication sits alongside the Completehome.com.au Network that provides a digital project pre-purchase research service. Kitchens & Bathrooms Quarterly is the leading publication in its sector.
ABOUT UNIVERSAL MEDIA CO
Universal Media Co is Australia’s largest niche publisher, specialising in helping marketers find targeted audiences via print and online media. Universal Media Co is an independently owned private company.
For further information, review copy, or an interview with Publisher Janice Williams, please contact 02 9805 0399, or jwilliams@umco.com.au.If you are a media agency or marketer seeking to reach this audience, please contact:
Scott Thompson, Sales Manager NSW | 0411 424 335
Regan Hudson, Sales Manager QLD | 0411 424 356
John Oliver, VIC & SA Sales Manager | 0417 316 820
Licia Salomone, WA Sales Manager | 0412 080 600
Barbara Kerr, NZ Sales Manager for NZ Edition | 021 155 4638