Retail Merchandiser - May/June 2017 - 23

Billboard
ing partner that understands our brand,
our demographic and what that demographic is looking for," she says.

Beyond Standard
Billboard continues to add products through its licensing program. This past fall, it launched
a trivia desk calendar with content pulled from the pages of
Billboard's magazine.
The brand also introduced a
Bluetooth streaming platform
that helps users perform along
with their favorite songs. "Your
karaoke-type of microphone
hooks into the Bluetooth on your
cellphone," Ulmann explains. "You
can have the lyrics appear on your
TV or on your phone."
In addition, Billboard partnered
with Alfred Music to publish music
books that teach children how to play
their favorite hits off the charts. This makes "it
more fun for kids to learn to play music, instead of their
standard, typical sheet music," Ulmann explains.
As Billboard has taken on licensing partners, it has looked for
those who "have been
in the business for a
long time and understand the categories
we're going into,"
she says. "[They also]
have strong retail relationships."

ways to reach out as a company and
tap into a wide demographic segment," she says.
"We really understand that
we're the go-to-place for music news and discovery," Ulmann says.
Ulmann says she foresees
a strong future for Billboard
thanks to its attention to
detail, quality, packaging
and affordable price points.
"[Those] truly speak to where
we are as a brand," she explains.
"It's about adding as much value as possible.
"The consumer that's interested
in Billboard and wants to buy our
product knows they can get something of extreme quality for an affordable price point," Ulmann says. "It's
truly a pillar category that speaks to the
essence of the brand." O

The Place to Be
Ulmann is proud of
Billboard's
growth
in its consumer electronics program. "I
really see us becoming quite a powerhouse in that space,"
she says.
Many at Billboard
share her enthusiasm.
"Everyone is excited
about expanding it,
coming up with new
May/June 2017

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Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
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Retail Merchandiser - May/June 2017 - MCover1
Retail Merchandiser - May/June 2017 - MCover2
Retail Merchandiser - May/June 2017 - M1
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