Australian Newsagency Blog

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Launching Yours magazine from Bauer

Mark Fletcher
February 7th, 2014 · 17 Comments

magsyoursWe received twenty-eight copies of the launch issues of Yours magazine from Bauer Media yesterday – double what I would have expected to receive based on sales of other magazines appealing to the target reader. We received more copies than People’s Friend, an established title for us that is skewed at women just slightly older than the Yours target.

I wish publishers would start a title slow and build rather than using us as their bank and warehouse by giving us more stock than necessary. This new title has a two-week on-sale. Bauer could have used their sales based replenishment to top-up supply instead of front-loading. Despite this, we are supporting Yours with full cover display placement in two locations – with our weeklies and this location in the photo next to People’s Friend, next our our UK weeklies.

I spent half an hour reading Yours last night, cover to cover. Seriously. It feels true to its target reader except for the fashion and beauty pages – they felt very advertiser heavy and out of place – but I am not the customer.

Comparing it to the cheap and cheerful UK weeklies chasing the same reader, the Aussie Yours feels right at home. The difference here is that we don’t have a section of titles except for the imported UK titles. Yours feels more like them than an Aussie title.  It being placed with the UK titles may not help it find the Aussie customer.  I wonder if Yours would be more successful over time if it was not the only Australian magazine in this space. I think for these reasons it is important we promote it with our regular weeklies as well as UK titles – to get both shoppers.

It’s way to early to look at sales data. We plan to support the title for two months, your issues, and then asses our space commitment.

7 likes

Category: magazines

17 responses so far ↓

  • 1 Ted // Feb 7, 2014 at 8:36 AM

    We are in country NSW and received 69 copies. Just ridiculous!

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  • 2 allan wickham // Feb 7, 2014 at 8:51 AM

    Just checked mine Ted, 42 here…..ridiculous !

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  • 3 allan wickham // Feb 7, 2014 at 8:54 AM

    I sell 8 Peoples Friends.

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  • 4 shauns // Feb 7, 2014 at 9:23 AM

    I am happy with my supply because it is the start of the month , cannot really understand how small country town newsagent would get double to what your store did Mark , makes no sence at all . A few of the sales yesterday left with comments that they are only buying it to enter the competition

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  • 5 Curious // Feb 7, 2014 at 12:34 PM

    How is this selling?

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  • 6 Steve // Feb 7, 2014 at 12:50 PM

    Curious
    Its actually selling better than I expected. Nowhere near what you’d need to justify the over allocations everone seemed to get but I put the poster up and stacked them next to thats life and take 5 and so far so good.

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  • 7 Mark Fletcher // Feb 7, 2014 at 2:13 PM

    13 copies two days. Performing well.

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  • 8 Adrian // Feb 7, 2014 at 2:44 PM

    8 out of 33, going ok for us, interesting to see how they sell this week-end as we should have a very busy town with the warm weather forecast

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  • 9 shauns // Feb 7, 2014 at 2:48 PM

    OUT OF 42 SOLD 12 , I am happy with that ,actually I just love the name it makes it easy to sell . The pitch is “hey your magazine is in ,puzzled face what magazine YOURS . Gets a laugh and a sale . From there I have even had them mention to another customer on the way out “hey your magazine is in” ,and the same puzzled look happens again

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  • 10 Dave // Feb 7, 2014 at 3:38 PM

    Received 140 copies,same quantity as Take 5.Lucky if we sell a third of that.

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  • 11 Mark // Feb 12, 2014 at 8:38 PM

    Newslink is using “Yours” as part of the $10 3 Mags deal. FYI.

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  • 12 Shaun's // Feb 12, 2014 at 9:19 PM

    Sold over half ,so pretty happy with the first issue

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  • 13 BrettS // Feb 12, 2014 at 9:46 PM

    Sold out 28/28

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  • 14 adrian // Feb 13, 2014 at 7:42 AM

    17/33 happy with that so far

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  • 15 h // Feb 13, 2014 at 12:17 PM

    sold 16/40 so far

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  • 16 Mark Fletcher // Feb 13, 2014 at 12:22 PM

    We received more stock today. Not sure it was necessary – although sales have been good.

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  • 17 shauns // Feb 13, 2014 at 2:28 PM

    only 10 left out of 42 pretty happy with that

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