commissary specials media kit

April 2009 Military Media Inc.

The Only Base Newspaper Price Circular

To be eco-friendly, Commissary Specials is printed on recycled paper.


Has proven that it increases sales

Published 23x/year - Every DeCA period

Puts DeCA on a level playing field

with its competitors, which means

higher sales for DeCA and vendors.

Covers 50% of DeCA ConUS sales withconcentration on highest volume stores.

The only DeCA circular reaching the shopper outside of the commissary where shopping lists are created!

“First Strike Advantage”- Most Shoppers come to the grocery store with lists in hand and are unlikely to change planned purchase decisions in the store,(Ad Age 3/09).


7Eleven

84 LumberAAFESAldi FoodsAmerica's TireArby'sBank of America Ben Bridge JewelersBest Buy Bi-Lo supermarketBig Lots BJ Wholesale ClubCaptain D'sCharge Jewelry and ElectronicsColortyme Cresent JewelersDillard'sDomino's ECPI Exxon Factory 2 U DiscountFarm Fresh

Freedom ElectronicsFreight Liquidators GI JoesGiant Food Goody'sH&R Block HardeesHarris & Charge JewelersHarris Teeter Harris/GottscalksHEB Grocery StoresHome DepotHooters JC PenneyKFC KrogerLong's DrugsLowe's Marine Corps ExchangesMarshallsMcDonald's McKay's Food

Retail Chains Advertising in Base Newspapers

Michael’s

Money Max Mrs. WinnersNEXCOMNtelos Outback Steakhouse Pep BoysPizza HutProffitt'sRentACenterREXRite Aid Roomstore Rugged Warehouse Save A LotShoneysShucksUSA Discounters Wal-MartWalgreens Winn-Dixie Supermarket


Military Base NewspapersThe Key Delivery Vehicle

All news written by military people for military people

Reaches on/off-base active duty families

Reaches retirees (subscribe to paper or pick up on base)

Reaches Guard/Reserve

Average 90% readership (Army and Air Force surveys)

These media are the local "hometown" newspapers for the military, containing vital day to day information that military personnel and their families can obtain through no other source

Distributed through “official” channels off-limits to other publications. Circulation is tightly controlled by the military. Generally, one copy is printed for every four people attached to the base


1) Also reaches North Island, Imperial Beach 2) Also reaches Portsmouth and Dahlgren

COMMISSARIES REACHED • Belvoir • Lewis• Oceana• McChord• Meade• San Diego1

• Miramar• Bragg (North/South)• Campbell• Quantico• Travis• Little Creek• Nellis• Langley• MacDill• Jacksonville• Myer• Andrews• Pendleton• Benning

• Scott• Sam Houston• Bliss• Lackland• McGuire• Eglin• Luke• Davis-Monthan• Pensacola• Norfolk ²• Hood (I&II)• Kirtland• Eustis• Jackson• Offutt• Carson• Lee• Stewart• Hunter

Circulation Summary - 2009

50%

of DeCA

Conus

Sales

2,000 circulars placedin each store:

755,275

82,000

98,000

575,275

Broadcast email to MilitaryShoppers.com

registrants:

Base Paper Circulation:


THE AGE-OLD QUESTION:Does my advertising work?

PROVING THE CONNECTION BETWEENSALES AND ADVERTISING


Analysis of Commissary Sales Data (Empower IT)

Military Media Inc. purchases data from Empower IT:

Purpose: To determine effect on unit sales from advertising in Commissary Specials, the base newspaper pricing circular.

First Time any military medium has tied sales directly to advertising.

Studies prove products advertised in Commissary Specials base newspaper circular experienced significant increasesin sales lifts throughout the duration of the display period.

47.1

126.9

77.5

126.6

12.3

37.2

59.0

40.7

0

20

40

60

80

100

120

140

Week1

Week2

Week3

Week4

Lift %

Ad Stores Non-Ad Stores


Rate Card for the Commissary Specials Circular Program (effective with DeCA Period #1 – 2009)

There are three programs advertisers can choose from:

Per Item: Vendors can advertise single

items during different display periods.

One item picture & one price point.

Per Display Advertisement: Vendors who

regularly advertise multiple products simply

reserve a display ad space and insert as many

products as can reasonably fit into that space.

Per Item Couponing: -New Service- Due to

popular demand, vendors can now offer coupons for

redemption at DeCA via Commissary Specials.


New Service: Per Item Coupon Program Rates

We offer the most effective coupon delivery system reaching military shoppers for several reasons:

• Only DeCA Circular in Base Newspapers: In addition to in-store and electronic distribution, Commissary Specials exclusively inserts in base newspapers. Even in today’s high tech media, inserts in newspapers are still the most used coupon delivery method.

• “First Strike Advantage”: According to Ad Age 3/09, most shoppers come to the grocery store with lists in hand and are unlikely to change planned purchase decisions in the store.

•Maximize Product lifts for New Launches: Shoppers who clip coupons at home are more likely to use them to try new brands they have not used before.

•Cost-effective Couponing: With a circulation of 650,000 per DP period, Commissary Specials offers a low CPM of $4 with an average industry redemption rate of 1%. An extremely low cost to reach so many military shoppers.

Per DP Period Rate: $2,600 per item includes all graphics


Advertising in the New Product Showcase is the best way to create initial demand for your new product introduction in DeCA stores.

HUGE CIRCULATION in three different media channels DISTRIBUTION CIRCULATION IN-HOME (Military Base Newspapers) 575,275 IN-STORE (Commissaries) 82,000 INTERACTIVE (Broadcast Email) 98,000 (signed up to receive) TOTAL CIRCULATION 755,275

Ensure Success for your new product sales by

advertising in the New Product Showcase.

Create Demand For Your New Product Introductions


TRADE: Store managers know the power of the base newspaper. This program will help you increase your display rate at store level (especially secondary acceptance).

CONSUMER: When you advertise in Commissary Specials, you will increase your consumer sales! The Empower IT research

proves it.

HOW CAN COMMISSARY SPECIALSINCREASE YOUR DeCA SALES?


Contact Information

Marc Michals

Resale Advertising Director

Zone 28 HR ALA Member/ GSA Member

2017 Regatta Circle

Virginia Beach, VA 23454

(757) 620-8418

[email protected]

Commissary Specials

Take action and get started right away!

commissary specials media kit

Business

military shoppers

deca period

pagemilitary base newspapers

base paper circulation

deca conus sales

deca stores

ofthe commissary

base newspaper price