The Financial Times reports that knitting and related magazines are performing well in the UK – with 2008 showing growth on 2007. While the craft segment did well here last year, the latest sales data I have seen for january through marhc 2009 suggests it has been affected in most newsagencies by economic conditions, as have all magazines. That said, I know from past promotions that craft titles respond well to marketing effort – better than many other categories. I suspect this is because they are not top of mind for some and an in-store promotion reminds this group.
As we do two or three times a year, we are featuring a range of knitting and sewing magazines right at the front of our newsagency this week – in a location where anyone passing-by can see them.
With school holidays over, we figured that shoppers may have time to purchase magazines for themselves.
Special interest magazines such as those covering knitting, sewing and crafts are the only point of difference many newsagents have so it makes sense we promote these outside our businesses.
The fixture we are using is an old card stand. It works well for this type of dispay and is easily moved in and out of the shop. We count the quantity we place in each pocket so we can track the success of this space over the regular location for titles we place here.
Thanks for this practical suggestion. Where specifically do you place this display?
David we place this stand next to our Tattersalls ‘desk’ where people complete coupons. It leads into our busiest Tatts counter. We move it in and out each day.