While sales of Take 5 and That’s Life remain flat, Thursdays, their on-sale day, are more important than ever in newsagencies. It’s the busiest day of the week for magazine sales for many newsagencies I have seen sales data for. Indeed, magazine sales are up 20% and more on Thursdays in some newsagencies when comparing to before the magazine on-sale changes in 2013.
In one newsagency, Thursday magazine sales are up 35% while overall magazine sales are up only 1%. This data is providing the newsagent with opportunities for other changes in-store through which to leverage the Thursday opportunity.
On Take 5 and That’s Life, I see a greater difference between the titles today than a year ago. Whereas in the past you could put them next to each other and they would look like twins, today, they are noticeably different.
We newsagents need to engage more with these titles if we are to help them get out of the sales slump. We need to be especially proactive on Thursday and Friday as this is when more than 80% of sales in newsagencies are usually achieved. By proactive, I mean: co-locate on the counter or with newspapers. Engage your staff to talk about what’s in the titles. Ensure they are full-face displayed with weekly titles.