INTRODUCING ETO
Since its launch in July 2003, ETO has become an essential tool
and reference source for every company trading in the vibrant,
but legally restricted, UK adult sector. ETO is a completely
independent publication, which has no links or connections with
any other adult business. It is published monthly and is available
via subscription only to qualifying individuals or companies.
CIRCULATION
As of July 2007, ETO's mailed circulation was just over 4,500
requested and individually addressed copies. The majority are
circulated within the UK, where it reaches every single adult-
based store and online trader as well as both branch and head
office level of the major adult chains and the head offices of other
retailers with an interest in this market. In addition, ETO also
goes to publishers, distributors, manufacturers and suppliers of
services to the adult industry in the UK as well as key companies
operating in Europe, America, Asia and Australia.
EDITORIAL
Covering all aspects of the adult market, ETO provides a monthly
platform for news, views, reviews and analysis. It treats its
readers with the same respect any trade-only title should, with
particular emphasis on the retail environment.
In addition to a large number of news pages in each issue - with
stories relevant to the lingerie and technology sectors having their
own sections - ETO's regular features include profiles of the
market's major players, in-depth examinations of product sectors,
'mystery shopper' reports, practical advice for retail on every
aspect of business and pages of reviews which highlight the latest
adult products.
INFLUENCE
ETO has changed the way the UK adult market does business.
Prior to its publication, the industry was dominated by a small
number of companies whose influence was such that newer
entrants struggled to make headway. Now any company,
regardless of size, can spread their message to the whole of the
market through an advertisement or editorial feature within ETO.
Over the last four years ETO has proven itself to be a completely
trustworthy reporter of the industry, neither displaying
preferences nor singling out individuals for unwarranted
criticism.
ETO has also changed the way the UK adult market perceives
itself. By introducing the Adult Industry Awards Dinner in July
2005, it gave the industry a stage to recognise and reward
excellence in every sector from retail through to manufacturing.
The annual ETO awards are now considered the most prestigious
in the industry.
At the same time as introducing the industry awards, ETO also
launched the UK's very first trade-only exhibition. Still staged in
July, alongside the awards dinner at the NEC, Birmingham, the
ETO Show has gone on to become one of the industry's key
events, attracting exhibitors and visitors from America, Europe
and beyond, as well as every major player from the UK market.