P2PI’s Outlook, Editorially Speaking
For the editors of the Path to Purchase Institute, 2025 will be a year unlike any other. We’re working on new initiatives, creating unique kinds of content, recruiting influential speakers for our events and working as closely as ever with member companies. It’s an exciting time.
As part of our evolution, we’ve ceased production of P2PI Magazine. It was a great run for that print product, which started back in the late 1980s as P-O-P Times and had various other names through the years, including Shopper Marketing.
P2PI has never been shy about change. Remember Hoyt Publishing, the In-Store Marketing Institute, the Shopper Marketing Expo and the Design of the Times Awards? They surely would ring familiar to those who have been in our commerce marketing community the last 35-plus years. As would the names of pioneers such as P2PI founder Peter Hoyt and longtime editorial boss Bill Schober (whose byline you can still find regularly on our website).
Although the magazine will no longer arrive in your (physical or virtual) mailbox, the quality content you’ve received through the years will still be served to you, in multiple ways, with the hub being located here at P2PI.com. [Sign up for our newsletters.] That will include content related to retail media, in-store marketing, our events, various awards programs and much, much more.
The editors who will deliver that content are a talented and experienced bunch, although some editors’ time with P2PI (15 years for me) is quite a bit longer than others’ (just over a month for our new leader, Lisa Johnston, a CGT veteran).
To give our audience a sense of what’s coming in 2025 (and to showcase our commitment to delivering it), I’ve asked our editors and other key staffers to share what they are excited about as it relates to their jobs.
Lisa Johnston, Editorial Director:
“I'm excited to be part of this new team and meet a wealth of new industry insiders in retail and consumer goods. We have a lot of digital initiatives in the pipeline, and I'm looking forward to learning how we can drive value to the P2PI community in new ways.”
Patrycja Malinowska, Director of Retail:
“I'm excited about the ambitious initiative we are undertaking with the Beverage Alcohol Commerce Initiative share group to lobby for universal adoption of minimum standards for digital shelf effectiveness. The lack of basic information on product pages, particularly among regional and independent retailers, poses a barrier to consumer confidence that we're addressing by aligning on goalposts to improve the online BevAlc shopping experience across the board.”
Cyndi Loza, Senior Editor:
“We have a lot of great projects and events in the pipeline. Most top of mind, we have some priority research reports coming out in the first quarter of 2025, including our first-ever retail media Canadian shopper study, which I'll be unveiling at our Feb. 19 Retail Media Summit Canada event in Toronto.”
Charlie Menchaca, Managing Editor:
“I’m thrilled to help my colleagues bring together multiple thought leaders on P2PI’s virtual and physical stages. To see emerging voices and longtime industry veterans share the spotlight as they inspire one another and our commerce marketing community in real time is a tremendous gift.”
Jackie Barba, Digital Editor:
"I'm most excited about the various feature stories we have in the works for 2025. As an editorial team, we're listening to our member community and working to deliver more in-depth deep dives into specific categories and trends, and how those have changed over the years as consumer behavior, technology and marketing themes and strategies have evolved. Our readers can expect some exciting topics, including skincare and gamification."
Heidi Bitsoli, Editor, Member Content:
“Tending to the retailer profiles is something akin to a treasure hunt, so I’m looking forward to weaving the latest developments on anything from e-commerce to collaborations (and more) into the profiles. I also look forward to my excursions to stores, hoping to discover and share retailer and brand activations as well as spy new trends and tech in action.”
Nicole Mitchell, Senior Director, Membership Development:
“I'm most excited to expand our networking programs. Relationship-building is one of the most valuable benefits of a P2PI membership. While it can lead to critical industry insights and collaborations for your business, it is also one of the best ways for individuals to stay competitive in an uncertain job market. Regional happy hours, virtual meetups and some fun activities at P2PI events will all be part of the membership community in 2025.”
In 2025, as always, we need you — our audience, our members — to help us provide the content that the larger audience wants and needs. Share your case studies. Respond to our requests for interviews. Come speak at our events. Partner with us on exclusive research.
We’re already working with many great partners on content this year, including TransUnion, Skai and Great Northern Instore. Let us know if you want to be next. We’re waiting for your call (or email).
