New Idea, featuring Steve Irwin, sold more than twice the usual Tuesday number in our shop. Woman’s Day was down 33% suggesting that discretionary purchasers made the choice for New Idea. It is not uncommon, however, for people to buy a magazine for the cover today and shift their regular purchase to later in the week. We’ll see how the numbers stack up by the end of the week.
It’s likely our success with New Idea is unique because of our commitment to give 5% of the cover price to Steve Irwin’s charity.