Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Obsessing about magazine placement can drive impulse purchases

Mark Fletcher
January 18th, 2014 · No Comments

magazine-placementAn observant team member in my newsagency placed the latest issue of New Scientist far away from its usual location, next to People’s Friend and we sold it in 24 hours. They made the move in response to the cover story on New Scientist – Defeating Dementia. A terrific initiative and the kind of initiative newsagents who grow magazine sales need to take.

With all our major magazine competitors operating planagrams that do not allow for this type of shop floor response to magazine cover stories, we in newsagencies have an opportunity to drive impulse purchases based on cover stories. We should all embrace these opportunities. Good choices will result in impulse purchases as we are seeing.

Every week we have magazines outside their usual locations – responding to cover story opportunities. It’s working for us with our year on year magazine unit sales performing considerably ahead of the newsagency channel trend.


Category: magazines

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