Australian Newsagency Blog

I am no brand expert but I would have thought that the current BRW offering would confuse consumers. As this photo from Saturday shows, we currently have three BRW issues on the shelf. The Rich List issue dominates but has been there long enough to make browsers blind to the offering. The new flagship edition is to be on the shelf for a month. Under that we and this week’s edition - lost in the mix I’d say.

Sales decay data for my shop shows that the flagship editions do not warrant such a long shelf life.

I like BRW. It’s a good magazine. However, I suspect that the brand has lost its way with these various flagship editions. Certainly from a retail perspective they pull focus from the weekly sale.