Women’s Weekly, like any high volume magazine, experiences rapid sales decay from the date of launch. Today was the second weekend of the current issue and we would usually sell 2 or 3 copies. The problem was we had too much stock. Se we called in a spruiker, put a table at the front of the shop and offered a giveaway cookbook if they purchased Women’s Weekly. We sold 85 copies in 2 hours. The BONUS for us is that each customer joined our magazine club card promotion and started on their way to saving more off the cost of magazines in the future.
This is the type of sales building campaign which only a newsagent could do. The customers coming into our shop as a result of this promotion today browsed other magazines and our newspapers. Half purchased other product. Newsagencies are specialist retail outlets for newspapers and magazines and if suppliers more closely and purposefully nurtured them incremental sales could be achieved.