Bunnings is Australia’s leading hardware chain. Its publication Bunnings Magazine is packed with ideas, inspiration, and D.I.Y Advice for customers, providing step-by-step guidance for detailed projects

Method

• The magazine is split into five sections, decided and developed based on customer and SEO research. The Dream It section includes trend-driven styled room images to showcase key products, with real-life makeover stories illustrated with before and after photography. The Plan It section shares information regarding planning, building and renovating the home. Update it shares DIY tasks, Fix It shares advice and techniques regarding home maintenance, and Make It suggests on-trend projects.

The results

• Bunnings Magazine is the fourth-most read magazine in the country, and one of only six Australian magazines with more than 1 million readers per month. The magazines contribute to sales success for Bunnings, with featured products driving 3.5x higher sales growth than consumer sales growth. One case study that exemplifies the way the magazine drives sales, is Christmas Lights. Every year in November when Bunnings features the lights on their magazine cover, the lights sell out immediately. Festive penguin light sales more than doubled in the first week of the magazine being in-store, and the product sold out nationally within 3 weeks. Another source of revenue from the magazine, is Media Revenue. The Adex Australia data showed magazine advertising spending declined -31% YOY from Mar 2020 to Mar 21, but in that time period, Bunnings delivered multi-million dollars in advertising revenue and achieved 21% YOY growth.

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