The cover of the latest issue of Yen features Lorde, a singer songwriter from New Zealand who is achieving extraordinary success internationally – including the cover of Rolling Stone magazine. Her success is extraordinary for someone so young. Her fans are loyal and engaged on social media – this issue of Yen is being discussed by them on Twitter and Facebook.
I urge newsagents to place this issue of Yen magazine next to Frankie and ensure that both full covers are on show. By engaging we can achieve incremental business and demonstrate that we are relevant to a demographic that is weak for the traditional Australian newsagency.
If you do engage with this issue of Yen as I suggest, also think about your suppliers in other categories – what products do they have that you can sell to the Yen / Frankie shopper? This is where we have opportunities with magazines. It is how magazine traffic can be more valuable than the 25% GP we make on a magazine. The magazine is the lure, the profit is what you do with the catch. However, this requires us to be engaged retailers.
This latest issue of Yen is an opportunity not to be missed.