21 September 2017
VU Verlagsunion’s ‘VU Publishing Forum’ (in German: VU Verlagsforum), which is traditionally held in September, took place in Breda (Netherlands) this year. VU Verlagsunion invited its publishers and partners to exchange their views on current topics and developments in the distribution industry for the 14th time. The question at the centre of this year’s forum was: ‘What is really the decision-making factor at the point of sale?’
As well as exciting presentations and discussions, the programme also included the 30+ participants visiting the Dutch wholesaler Betapress B.V. Once again, high-calibre presenters took to the podium. After VU’s Managing Director, Mark Schrader, opened the event, Univ.-Prof. Dr. Andrea Gröppel-Klein, Director for the Institute of Consumer and Behavioural Research at Saarland University, gave the interested audience insights into current scientific research findings for consumer behaviour at the point of sale. In her presentation, she explained peoples’ basic behavioural patterns when shopping and used illustrative examples to show which factors influence people when making selections from the magazine rack.
Catherin Anne Hiller, Head of Research & Consulting at the Bauer Media Group then explained what challenges magazine publishers are facing both in advertising and distribution, and gave valuable information on how these challenges can be addressed. Of course, there were also practical tips from the distinguished market researcher at the end, with respect to what publishers should take into consideration when designing magazine titles and what mistakes they should avoid making. “As the reactions of our guests show, the VU Publishing Forum was an all-round success,” says Mark Schrader. “We’re already looking forward to next year’s instalment!”