No one likes change, especially consumers who build their shopping around guilty pleasures like purchasing the latest copy of their favorite magazine. So, any change to on sale days for a well established title needs to be considered carefully.
With the arrival of Star, four weeks old today, publishers are probably pondering the impact of the Wednesday on sale data and whether they need to respond.
My hunch is that we will see at least one weekly title change on sale day in pursuit of sales growth. I’d be happy with this as anything to draw customers in to the retail network over the week rather than bulking on any one day has to be good.