TRADE MEDIA SOLUTIONS HELPING BRANDS GET THEIR PRODUCTS IN THE HANDS OF THE UK’S 17.6 MILLION CONVENIENCE SHOPPERS
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Welcome to our 2025 Media Pack
From print and digital, to insight, industry leading events and retailer engagement projects, our comprehensive suite of trade media solutions will help you get your products into the hands of the 17.6 million convenience shoppers in the UK.
We work with you to identify your objectives and will create a multi-platform campaign package or bespoke retailer engagement project to meet your specific requirements while demonstrating clear return on investment.
In the following pages, you will find a number of sections, each relating to a specific type of campaign. Within each campaign section, we have recommended the products and services that will deliver the best result for that campaign.
We have also included a comprehensive glossary where we share specific information about each of our products and services, and their USP. The resources section contains links to relevant information, including our 2025 feature lists, advertorial booklet and disruptive advertising examples.
We hope this will act as a useful tool to help you when planning your 2025 trade media activity. However, as always, we would encourage you to share with us your specific objectives in order for us to create a bespoke solution.
For more information, or to discuss your campaign needs further, please feel free to contact us.
We look forward to working with you into 2025 and beyond.
Natalie Reeve Head of Commercial
WHY WORK WITH NEWTRADE MEDIA?
We have the biggest share of voice in the channel with our two leading retail titles, including RN, the only paid-for title in independent convenience retail, established for more than 135 years.
We have collaborated on numerous initiatives and trade events with Newtrade Media over the years, which has allowed us to showcase our ethos and transformation agenda in the UK. From bringing new offerings to the market to generating effective retailer insights, Newtrade Media has the capability to leverage the trade media channel to support BAT’s organisational goals.
Jordan Jackman B2B executive – eCommerce & Trade Media, BAT UK
More than 89% of convenience retailers read at least one of our publications and/or use our digital platforms.
We have an engaged database of more than 13,000 independent convenience retailers and more than 1,500 wholesalers, who regularly share business and industry information with us, helping us maintain a clear understanding of the channel and garner valuable insight into future trends and challenges.
We have excellent relationships with independent convenience retailers throughout the UK and can tailor campaigns and projects to your specific objectives, demonstrating clear return on investment.
Over the past few years, I’ve worked closely with Newtrade Media on a number of specific projects for my clients, involving print, digital, video and a faceto-face retailer engagement project. They are always collaborative and good to work with, but, most importantly of all, they really strive to understand what the client wants to get out of each activity, and deliver accordingly. The biggest gain for us is that these projects with Newtrade Media have provided a gateway to speak directly to retailers and learn from the valuable insight gained.
Tom Hargreaves Owner/director – TH Publishing Services
CATEGORY GUIDANCE & EDUCATION
Work
of retailers believe PMPs are an effective sales tool3 .
So, how does your PMP and price structure drive sales and profit for retailers?
How to grow soft drinks sales
New
of store owners are confident that sales will rise in the next 12 months1 – so guidance on how to get the category mix right to help maximise shopper excitement is key
CORPORATE PROFILING &
THOUGHT LEADERSHIP
Retailers look to industry experts and supplier partners to get insight, data, guidance and support to help them continue to grow. Our thought leadership opportunities give you the ideal platform to do this
When it comes to helping brands engage with their customers in the independent convenience channel, the Newtrade Media team are one of our go-to partners. There are plenty of opportunities to amplify key business messaging, while delivering the allimportant advice, education and thought leadership that retailers seek out. What sets Newtrade Media apart is the team’s willingness to work collaboratively to develop high-quality content that satisfies brands’ marketing objectives while meeting the needs of their engaged readership.
33%
of retailers are slightly, or very, unsatisfied with the support they get from suppliers1. Showing that your people, as well as your products, are supporting the channel is key
of retailers who attended the Better Retailing Festival 2024 say they are more likely to work with the suppliers that partnered with, and shared ideas and education at, the event2 97%
Sam Wells Fleet Street Communications
of convenience store owners have been in business for five years or less, so building awareness, contacts and relationships with the new generation of savvy business leaders entering the channel at an early stage is key3
1Newtrade Retail Sentiment Tracker, August 2024, 2BR Festival & Awards 2024 feedback survey, 3ACS Local Shop Report, 2024
BRAND AWARENESS
of retailers review their ranges at least quarterly1. Is your brand safe from this review, are you constantly highlighting what it can do for sales?
84%
of convenience retailers say they constantly look out for new products2. You need to ensure your brand is front of mind for stores looking for the next success story
CORPORATE INITIATIVES, DE&I & SUSTAINABILITY
Use our initiatives to show store owners how you are supporting them in a way that reflects the diversity, sustainability and vibrancy of the channel
Today’s 30 Under Thirty format has been amazing because we’ve been able to engage directly with the retailers that have won. There have been some great ideas thrown around and we’ve taken a lot from that.
Jordan Jackman
B2B executive – eCommerce & Trade Media, BAT UK
of retailers involved in Women In Convenience said they are more likely to want to work with suppliers who have partnered with this initiative1 92%
Newtrade Insight
and
of retailers say that it will be important to focus on sustainability in the next two-to-three years2. Helping to educate retailers about your mission, and how it helps them improve their own sustainability credentials, is crucial
RECOGNITION
& CELEBRATION
Awards offer a chance for retailers to showcase the great work they do that is often unseen outside their own shops. Supporting and celebrating this success through our initiatives helps lift the channel and inspires the next generation
50% MORE THAN
of convenience stores are run by owners under 40 years old (27% are under 30)1. This is a massive shift in the demographic make-up of the channel; are you guiding and celebrating the next generation?
It is vital that suppliers, wholesalers and symbols sponsor these events because they really recognise the excellence within the convenience market
Jamie Davison Retail director, Bestway
of retailers said they are planning to attend oneto-four events next year2. Retailers want to meet key suppliers, so being present at top events and growing networks is extremely valuable for your brand 46%
Retailers, suppliers and industry experts attended the Better Retailing Awards 2024
UNDERSTANDING THE SECTOR
– NEWTRADE INSIGHT
To be successful, every product launch, marketing and communications plan or CSR focus needs research, data and insight to underpin the strategy.
Newtrade Media uses its brilliant retailer relationships and deep understanding of the convenience channel to capture insight, which we overlay with sales and distribution data from within stores and via our data partners. This helps suppliers make the right decisions and create strategies that help retailers drive footfall, focus on the right categories and grow sales and profits.
THE INSIGHT PILLARS IN-STORE ACTIVATIONS
How can suppliers help retailers understand the impact new products can make in store, and capture data that proves how a well-ranged category can drive sales?
Our in-store projects have seen us help suppliers and leading retailers across the country work closely together to relay ranges that prove how important category management is to sales and profits; and with brand teams to measure the impact of new products on shelf in convenience stores.
A trial that looked at pricing and positioning in store saw sales of two Nutella products become a biscuit category leader in two stores, accounting for 38% of biscuit category sales, creating a story that
we pushed out through Newtrade Media titles and helped provide the Nutella brand team with evidence they could present to other retailers.
A six-week trial of a new gantry from British American Tobacco (BAT) resulted in a sales uplift across the vape category in three stores and helped give the BAT team a showcase for their display solutions to the wider retail market.
A project across two shops with CCEP showed how the Costa RTD range helped deliver a total sales uplift to the soft drinks category of up to 27% – as well as an RTD coffee sales uplift of 105% and 219% in two stores.
THE BETTER RETAILING PODCAST
The Better Retailing Podcast allows our retail audience to hear directly – and indepth – from retailers, every month. Our three retailer co-hosts help break down the biggest stories and retail comings-andgoings of the day.
The Podcast provides suppliers with the ideal platform to get their brand or initiative in front of our growing audience. With sponsorship opportunities ranging from host-led ad reads to logos on the main podcast artwork, through to having a spokesperson on to talk about key issues and push the latest innovation from your
PODCAST
THE CATEGORY MIX IS CHANGING, BUT RETAILERS WANT MORE SUPPORT
brands, it’s an ideal opportunity to tap into the growing podcast platform.
PRODUCT SAMPLING CAMPAIGNS
Do you need to get your new product in the hands – and on the shelves – of convenience retailers? We can reach hundreds of retailers to give you a raft of stores who will opt-in to trial your product. We then capture data, feedback and testimonials to provide you with success stories that can be used to create realworld examples of how the product can drive sales success across the channel.
RETAIL SENTIMENT TRACKER REPORT AND RETAIL SURVEYS
Three times a year, we produce our Retail Sentiment Tracker report, in which we ask 200 retailers their views on the channel, how positive they feel about sales and profits, suppliers and wholesale partners, and the key issues of the day.
These reports are ideal to help guide suppliers in their decisionmaking process and identify threats and opportunities to their strategies going forward.
This network of retailers provides us with the ideal platform to help suppliers ask important and timely questions on their behalf. We can either facilitate full surveys of large groups of retailers, or ask groups of two or three
questions as part of our regular Retail Sentiment surveys.
With both, we can create full reports –either for internal use, or to push more widely to promote a cause or endeavour under your own name. Whether it’s sustainability or DE&I, price-marking or your wholesale strategy, your website or your latest launch, we have the solutions that can help get you a thorough report and recommendations to move forward.
ROUNDTABLES
Sales data tells only half the story. The other half is around the why. Understanding why a product didn’t succeed; why distribution was lower in one area than another; what retailers need help with to grow a certain category; what changes they will make next year that could affect your products.
Similarly, helping to push your messages out to a group of retailers to get direct feedback, and using Newtrade print and digital platforms to showcase those discussions to a wider audience can also be extremely helpful.
To get more in-depth thoughts around these topics, we link suppliers with a group of retailers – with a specific fascia, demographic or location focus, if needed –to take part in roundtables that can deliver direct insight to the benefit of the whole channel, and the supplier in question.
We chose to work with Newtrade Insight to drive awareness and distribution of our core range while identifying the profit opportunity to retailers. As always, the team delivered a fantastic project, from sourcing three committed and engaged retailers that fully met our brief and providing regular updates throughout the trial, to consolidating the results into an insightful and reassuring report, which helped to establish some key opportunities in our range and for the category. We were thrilled to see that each of the retailers grew their sales over the trial period, and following the coverage in Retail Express, we have been able to take the results to our customers, to provide real-life sales success and encourage further support for the brand.
Hannah Corker
Customer marketing manager – impulse,
BrewDog plc
PACKAGES
We offer a range of heavily discounted packages to fit your campaign budget and objectives
NPD Package – Tier 1: £5,000
Product
Full-page advert Retail Express
BR product newsletter takeover
BR HPTO one week
Boosted Facebook post 7 days
BW/BR Bespoke newsletter
BW weekly newsletter sponsorship
Total reach of package: 317,000 (impressions, subscribers and readers)
BW/BR bite-sized newsletter story linking to article
Always included with article
Total reach of package: 51,000 (impressions, subscribers and readers)
CREATE YOUR OWN PACKAGE
Education package – Tier 2: £11,000 Rate Card
Product
RE single-page advertorial
RN DPS advertorial
RN supplier viewpoint
BWI single-page advertorial
BR sponsored online article
2 social posts linking to article
BR bite-sized newsletter story linking to article
BW bespoke newsletter
BR bespoke newsletter
Always included with article
Total reach of package: 75,500 (impressions, subscribers and readers)
We can offer bespoke solutions to meet your objectives for any campaign while demonstrating clear return on investment. Get in touch to find out more
WHOLESALE ENGAGEMENT
Let us work with you to help give your products prominence in depot
of retailers are either very or slightly satisfied with their cash and carry or main wholesaler2. So, retailers have faith in their main suppliers; if they believe in them, they believe they are selling the correct range. Your product needs to be in this range 66%
At Lamb Weston, we highly value Better Wholesaling Insight as one of the best ways to deliver key information and inspiration to the wholesale channel. This publication provides an innovative range of engagement through which we can tell our story. The team at Better Wholesaling Insight are also highly collaborative, supporting us with great ideas and advice on how best to leverage their media.
Craig Wescott Trade marketing manager UK & Ireland, Lamb Weston
of retailers are shopping around for more product deals and offers1 . So, being in every available wholesaler and making sure your product is in every retailer touchpoint is crucial
Better Wholesaling Insight is an excellent tool for our industry as it’s informative and up to date both in terms of the print publication and its online presence, including social media. From a Scottish perspective, it’s good to see a UK trade magazine give fair coverage to what’s happening in the sector north of the border. Since its launch, it has provided the SWA and its members with a relevant outlet to air our views, promote our activities, and communicate to the wider industry how innovative and forwardthinking Scotland’s wholesalers are.
Colin Smith Chief executive, Scottish Wholesale Association
GLOSSARY
Print Retail & wholesale
REVEALED: 11 proven ways
RN
When: Weekly
Who: 8,029 independent news and convenience retailers
Why: Influence an engaged audience who are willing to pay to read RN every week, and are looking to invest in their stores
What: NPD, category guidance & education, thought leadership, brand awareness
What To Stock
When: Annual
Who: 16,000 independent news and convenience retailers
Why: Get your products front of mind as retailers review their range and make important stocking decisions
What: NPD, brand awareness, category guidance
Better Wholesaling Insight
Retail Express
When: Quarterly
When: Fortnightly
Who: 41,116 independent news and convenience retailers
Who: 5,100 wholesale decisionmakers
Why: Reach the biggest audience in the convenience channel, with creative, disruptive ad campaigns
What: NPD, brand awareness, competitions
Why: Deliver comprehensive insight, advice and guidance in the areas that matter most to wholesalers
Connecting, supporting and empowering women working in independent convenience retail through a 12-month cross-platform programme, including the annual Women in Convenience event.
Best for: Corporate initiatives, recognition & celebration, corporate profiling & thought leadership
Shining a spotlight on the young talent in the independent convenience industry with a nine-month, cross-platform campaign, including entry drive, winners coverage and the celebration event.
Best for: Corporate initiatives, recognition & celebration, corporate profiling & thought leadership
Championing excellence in the independent convenience channel, through learning, development and recognition, with a 12-month programme spanning print, digital and in-person engagement opportunities.
Best for: Corporate initiatives, recognition & celebration, corporate profiling & thought leadership, brand awareness, category guidance & education
