We are planning to rein in the real-estate taken by magazine merchandisers in our newsagency. While we welcome their displays, now more than ever they are promoting titles away from their location. The result is visual noise which can detract from the category which owns the space.
Take a look at the photo I took on Saturday. It shows a great poster display promoting Elevator magazine and another promoting Home Beautiful. Elevator is promoted next to our astrology and markets sections while Home Beautiful is next to camping and crossword titles – both displays are a full aisle away from the titles being promoted.
We have allowed this situation to evolve over many years – what we have today, four of these merchandise displays, is our fault. At first, the displays were welcome because they covered otherwise blank space. Now, we’d prefer some quiet between the visual noise of magazine displays.
I don’t think this merchandising sells magazines. I’d like to see those investing in this merchandising met with newsagents to consider an investment more appropriate to today’s retail needs and which does drive sales. I’d certainly like to participate in such a discussion.
What I want is to sell more magazines. I think I can do this through smarter partnering with publishers and distributors – partnering which reflects today’s retail trends.