Pacific Magazines has responded to the 14.4% decline in sales of Famous with a cut in the cover price from $4.20 to $3.95.
They are supporting the new price point with counter display units in newsagencies. I’m using this in each of my stores this week to promote the price drop and to chase impulse purchases.
Being above $4.00 was always going to be a challenge in a market where a weekly magazine is more of a discretionary purchase today than a few years ago. The newsagency sales data I see shows that weekly magazines are the items most often purchased with a discount voucher or a free magazine voucher.