We’ve taken the stand supplied to us by ACP to promote their 600 page COOK cookbook last year and turned it into a magazine browsing stand. It was a logical move – we noticed that COOK was browsed regularly so rather than trash the well designed and made cardboard stand we thought it could work with the right magazine titles.
We have started with Madison as shown in the photo and will move on to other titles which work with the red colour and lend themselves to the browsing experience. Also, with women more likely to browse at our counter than men, we will focus more on fashion and food titles. Oh, and we will only use the stand for monthlies – we don’t think it’s right for the weeklies and they are well promoted elsewhere. Also, promoting monthlies better reinforces out point of difference.
If this works for magazines and leads it a measurable increase in sales the next step will be to see if we can make a more permanent unit with a slightly smaller footprint.