The 29% solution - Print's new priority

Dick Porter

The 29% of Americans who live in `rural' towns and shop in high-volume local superstores are the only remaining growth market and are Wal-Mart's core customers.

The 29% Solution – Print's New Priority

Dick PorterPublishing Group of America

ARE YOU PUTTING YOUR MONEY WHERE YOUR MARKET IS?

In the age of procurement, this question will transform marketing. When an educated business person not steeped in marketing culture examines the dynamics driving brands, he or she sees an opportunity gap. Put simply, marketing convention focuses communication on the geographies that now come second in the all-important distribution chain.

With increasing speed and scale, Wal-Mart – along with other so-called big-box stores – is becoming the engine of brand growth for consumer products in America. Not only...

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