New media for waiting rooms

The publications are provided in a branded magazine rack, which has created a new advertising medium. The racks are placed in strategic and relevant locations for maximum exposure to the advertising client.

Lyn Hesketh Ras, who has been in the advertising sales market for over twenty years, identified the business opportunity some years back. Hesketh Ras saw the potential of placing off-the-shelf magazines in reception areas by realising the value of this additional circulation for both the publisher and the advertiser. Thereafter a feasibility study was undertaken and soon thereafter Receptions Media was born. Theo Ras handled the logistics of the operation and soon the magazine service was delivering magazine packs to hotels, lodges, and doctor rooms. The company is now distributing over 4000 magazines into the market on a monthly basis reaching a viewership of over 350,000 people on a monthly basis. Soon thereafter, Lyn sourced a number of magazine racks, which were appropriate for placement in hospitals, schools and various other institutions.

Says Lyn, "We reached a stage where we wanted to streamline the business, and so focused on the health care market - specifically the Netcare and Afrox hospital groups. Receptions Media was already supplying to certain areas within these groups, and the opportunity to add value to the service was realized by offering advertising space on the magazine racks, which are placed in areas that reach a targeted audience whilst still 're-circulating' a product which would normally be shredded."

Receptions Media has recently also closed a deal with pharmaceutical company Rolab, the generic division of Novartis Group, and will be supplying hospitals nationwide for the forthcoming year contract.

At present, Receptions Media consists of three divisions - one focused on replacing magazines in various reception areas, the second selling advertising on the racks and the third focused on distribution of magazines to underpriviledged communities.

Additionally, there is a monthly brochure distribution service and an opportunity to brand the 'Receptions Copy please do not remove' decals on each of the publications etc.

Paul Church, a dynamic marketer with extensive experience recently joined the team. His background is in controlling nationwide corporate identity programs focusing on project management and all aspects of marketing. Well equipped with credentials to assist the team in the next stage of their development, Church says, "By supporting this unique medium the advertiser not only reaches their target market, but contributes to a social responsibility programme - an element which is increasingly being emphasized by the corporate world."