Australian Newsagency Blog

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How to sell more crossword magazines

Mark Fletcher
October 29th, 2008 · 3 Comments

crossweekly.JPGIf you want to sell more crossword titles, place a selection of titles from the category next to your women’s weeklies section. The photo shows our display at Forest Hill on Saturday. This space in a high traffic area to your target demographic will work, crossword sales will increase.

We know from UK newsagent sales data that crosswords outperform our sales here – this may be due to their location next to women’s weeklies.

Newsagent magazine benchmark data I have for more then 100 newsagencies indicates that crosswords should account for between 6% and 8% of total magazine sales. Newsagents aggressively pursuing magazine growth are achieving unit sales increases of 10% and more year on year.

Here are some tips for how we manage our approach to co-location:

  • Create the space by compressing slower moving categories further along in the display.
  • Only use this found space for Lovatts and Puzzler titles.
  • Put Lovatts titles next to each other and the same with Puzzler titles – don’t mix the brands.
  • Place titles so they colour contrast – for example, don;t put two titles with green covers next to each other.
  • Know your demographic in selecting titles. For example, if you aree in an older area, be sure to include the Lovatts Large Print product.
  • Use the first column – otherwise you may confuse browsers.
  • Place the same number of each issue in each pocket – this quickly shows if there has been movement from this space.
  • Remember to update the titles with new product.
  • Rotate the titles weekly.
  • Use the whole column and flat stack area for crosswords.

If you try this, please let me know how you go.

We have tremendous opportuniies in our magazine department since most other retailers do not have or range or our space. The tips in this blog post about crosswords are all about us demonstrating our range, showing off our point of difference.

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Category: crosswords · magazines · retail

3 responses so far ↓

  • 1 Terry Thelwell // Oct 29, 2008 at 10:17 AM

    Location location location. The old real estate adage is so important in the placement of any magazines. It’s a well known fact that the majority of Crossword buyers are females. The readers of the women’s weeklies are already familiar with the Lovatts brand as they are a very popular long standing component of those magazines. However they may not be aware of the Lovatts range of magazines due to the placement of the puzzle magazines which unfortunatly is invariably towards the rear of the shop. As Mark correctly said putting the top selling puzzle magazines, along with your top selling weeklies is a natural fit and as the data shows it’s growing extra sales. The U.K is a very good example where sales pro rata are much higher than in Australia. It’s no coincidence that those U.K magazines are placed next to the Women’s section.
    With the Xmas season (which is the best period for Puzzle magazines) upon us, now is a perfect time to make changes and increase sales. I’d be happy to work alongside any agent who’d like my assistance in providing you with your individual sales data for the Lovatts titles which sell the best in your demographic

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  • 2 Brad // Oct 29, 2008 at 11:09 AM

    Terry,
    Can you supply an email address to contact you on.

    Cheers
    Brad

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  • 3 Terry Thelwell // Oct 29, 2008 at 2:31 PM

    Brad, I can be contacted on terryt@lovatts.com.au.
    or 02 4304 1446
    or 0418645490.
    Look forward to hearing from you

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