The crossword magazine category has always been strong. Thanks to regular new Sudoku and Kakuro titles from Lovatts and others the category is outperforming most others. This is curious given that crosswords are usually located in a more out of the way part of newsagencies. Double digit growth in 2005 in crossword sales make them valuable to newsagents. The value is magnified when you take a look at basket data showing that crossword customers are more like to purchase multiple titles compared to most other magazine customers.
In my store we’re pushing the envelope in terms of crossword sales by co-locating key titles like the Lovatts Sudoku and Kakuro titles. We have a strong crossword category display and a secondary display at our two sales counters. They make a great impulse buy.
So while magazine analysis continue to spend time looking at and discussing the higher profile women’s weeklies and monthlies, there are titles in the crossword segment performing just as well.