Distribution Channels Zoo Magazine
Zoo is an erotica magazine that was published monthly from 1980 to 20008 in the United Kingdom. It focused on sex and relationships, featuring explicit photos, stories, and advice columns. To reach its target audience of young men, it had multiple distribution channels across the UK. Here's what you need to know about how Zoo spread its message.
The main distribution channel for Zoo was newsagents and convenience stores. These outlets typically sold magazines alongside newspapers, confectionery, and snacks. They were convenient for customers who wanted quick purchases, but they also offered regular foot traffic and high visibility. By placing copies of Zoo near checkout counters, the magazine could be seen by passersby and impulse buyers. Zoo took advantage of this opportunity by displaying its cover prominently and using provocative imagery to draw attention.
Supermarkets were another important distribution channel for Zoo. This allowed the magazine to reach a wider audience and increase exposure. Supermarket shelves were typically stocked with more magazines than newsagents, including lifestyle titles like GQ and Cosmopolitan. Zoo was often placed next to these publications, giving it more credibility as a mainstream publication. However, supermarkets faced strict regulations regarding adult material, so Zoo had to comply with these guidelines while still being visible to potential readers.
Convenience stores were the final major distribution channel for Zoo. These smaller retailers typically offered a limited selection of products, including magazines, cigarettes, and drinks. Like newsagents, they were ideal for impulse purchases and casual browsing. But convenience stores also faced unique challenges when it came to adult content. To avoid legal issues or parental objections, Zoo had to be carefully positioned in areas where minors couldn't easily see it.
Zoo's wide availability across multiple channels was essential for maximizing impulse purchases and casual readership. The magazine's placement in high-traffic retail locations was carefully managed to maintain visibility while complying with regulations on adult content. By understanding the strengths and limitations of each channel, Zoo could distribute its message effectively and build its audience over time.