Lovatts has entered the adult colouring space with Inklings. They are late. Adult colouring took off ten months ago. While I didn’t receive the title other newsagents have and they needed to find space in full magazine departments. They also had to deal with yet another low margin title in a category from which we can easily earn 50% gross profit.
Newsagents with the title will be frustrated to know Lovatts has placed the title in supermarkets.
Smart newsagents want adult colouring titles through which they can leverage a point of difference over supermarkets. This is where book and art supply suppliers help us.
Magazine publishers need to not be overloading newsagents in this already full segment.