editorial position | editorial calendar | publication dates | distribution | current retailers
digital requirements (pdf)
THE CONCEPT
Greenspring Media Group has launched drinks, a quarterly lifestyle magazine targeted at upscale consumers of fine wines and premium spirits.
drinks is distributed via leading wine and spirits retailers around the country. Participating retailers enjoy in-market competitive advantage based on a minimum quarterly order of 5,000 copies.
The magazine combines ultra high-quality national editorial with 7 pages of retailer-specific content and vendor/local ads created jointly by the retailer and Greenspring Media Group. In addition, each retailer partner gets to co-brand the cover – for example, Surdyk's drinks.
Each participating retailer will ‘own’ its version of the magazine.
The magazine can be retailed in-store, mailed to a “Best Customer” database, mailed to public place distribution sites and/or marketed to a demographically segmented audience to attract the next “Best Customer.”
drinks will provide retailers maximum impact for minimum input.
EDITORIAL STRATEGY
drinks is upscale - designed, written and photographed by top wine and spirits writers and editors.
It is targeted at an audience of sophisticated readers with high disposable income – both male and female.
It has a very contemporary look and feel, and adopts an inclusive tone with a gregarious personality.
Its focus is life through the prism of a wine or spirits glass – food, travel, entertaining, dining, fun and friends.
drinks will be an unashamed celebration of fine wines and premium spirits.
While it adopts a responsible position on all issues related to consumption, it isn’t afraid to promote the positive lifestyle benefits of sensible social drinking.
Its mission, the very basis of affinity marketing, is to build an emotional bond between retailer and customer, and attract new customers, too.
PROGRAM STRUCTURE
National content entertains, educates and informs the reader while stimulating interest in, and desire for, new wine and spirits experiences.
Local content is designed to draw the reader in-store, promote the breadth and quality of wines and spirits products, and humanize the retailer’s team of wine experts.
The Greenspring Media Group team works with each retailer to design a store-specific program that:
- Maximizes the impact of local content
- Meets the desired level of retailer input into the program
The drinks program is designed for simplicity. It supports widely varying levels of retailer involvement. Each magazine version ranges from basic store branding, to in-depth, personalized content.
Retailer partner content options:
- A letter from the retailer principal
- Staff wine and spirits recommendations
- Reader-only, in-store discounts
- Information and promotions on retailer-exclusive wines
- Highlights and feedback from retailer-sponsored wine tastings
PROGRAM COST
Retailers order a minimum of 5,000 copies per quarter.
A 4-issue commitment is required.
Cost of magazine includes magazine production/design and printing.
Mailing costs will average an additional 35-45¢ per piece, plus any list handling fees.
Bulk delivery costs: call us for estimates.
Additional Greenspring Media Group services can be negotiated as appropriate.
| Order Quantity | Cost per copy |
| 5,000 - 14,999 | 70¢ |
| 15,000 - 29,999 | 65¢ |
| 30,000 - 49,999 | 60¢ |
| 50,000 - 99,999 | 55¢ |
| 100,000+ | 50¢ |
LOCAL ADVERTISING
Some retailers off-set their program cost by selling advertising opportunities to appropriate local companies such as restaurants, car dealers, finance-related business and specialty shops.
