We promoted the 4 Ingredients calendar as a Calendar of the Week. While the margin is not what we would prefer, this is an exclusive line for newsagents. I know that a national retailer sought to purchase 20,000 units and the publishers declined, preferring to support newsagents instead. Hence our decision to feature the calendar.
4 Ingredients is a brand consumers trust. Their cookbook is a hit and the TV show is keeping them top of mind.