Good retailers know that placement of products is everything. Make sure that what you want people to purchase is easily seen and understood – especially when comparative products sit next to each other.
The new tabloid formatted broadsheets from Fairfax allow us retailers to place them such that then can be as easily seen, scanned and understood as their News Limited competitors. Shoppers don’t need to turn their head to read the headlines.
I’d expect this equal-footing placement to count for sales growth for the Fairfax titles – even though I suspect Fairfax and News would not consider the products to appeal to the same shopper. This where the cover comes into play. Previously, shoppers could not easily compare the titles. Now, shoppers can compare and this is where sales growth opportunities lie.
For the first time, thanks to the format change, the News Limited titles have a more equal competitor. This is a good thing.