on-the-line grocery trade media planning and buying

Trade advertising in the grocery sector

With so much conflicting information being given out by publishers of magazines in grocery and allied markets, manufacturers and marketers can find the array of magazines available confusing.

Its not just brand and marketing managers who struggle to get their minds around the trade press, many advertising and consumer public relations agencies struggle to understand this media as do many media buying shops.

It is well-know within the industry that many large, mainly London based, media shops have little regard for the importance of trade press, so they put the most junior of employees on the job.

So why choose on-the-line?

on-the-line, is run by me, Neal Johnston. I have extensive experience and knowledge of trade advertising, particularly in the grocery business, where I spent eight years as Northern Advertisement Manager on The Grocer - the UK's leading grocery title. My history gives me knowledge and understanding of the publications in the market, a clear picture of the strengths and weaknesses of the publications and where they fit into the market.

It was of course a privilege to work on The Grocer and at that time I was obviously biased towards it - As an independent media planner though I am completely un-biased in my recommendations and always put the interests the client first.