An Auckland advertising firm that produced a shopping magazine snapped up its biggest competition – Best Buys – by buying it out last week. “There simply wasn't room in New Zealand for two publications of such a similar nature, so it mad
An Auckland advertising firm that produced a shopping magazine snapped up its biggest competition – Best Buys – by buying it out last week.
“There simply wasn’t room in New Zealand for two publications of such a similar nature, so it made sense to purchase Best Buys and further strengthen its position in the marketplace,” Pumpt Advertising managing director Dominic Sutton said.
The fortnightly shopping magazine Best Buys has been purchased to merge with a monthly Auckland publication Smart Saver, produced by Pumpt Advertising.
Mr Sutton, who is the sole director of Best Buys Ltd, said he plans to create a bigger and more diverse Best Buys household mailer that will eventually reach over 1,000,000 homes throughout the country.
The current distribution of the national shopping magazine to approximately 85% of urban households throughout New Zealand will remain but the new owners plan to increase page numbers from between 20-24 to 24-32.
“We plan to expand the range of advertisers in Best Buys [and] to bring in some more services, home services and also online businesses - just expand the range of brands and choice in the publication.”
Mr Sutton said extra resources will be pumped into the new merged publication to ensure successful integration between the physical catalogue and its online publication, social media and email marketing.
“Along with the letterbox distribution we are also using online and social media mechanisms, such as Facebook and Twitter, to increase the reach of each issue. It is just the way that publications are going.”
Best Buys’ website has been completely relaunched and its logo’s colour has been changed from red to purple.
The first publication produced by the new owners will be published on June 22.
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