We 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.