This is the window of a newsagency doing what is asked of them by some publishers. I took the photo a couple of weeks ago. I say some publishers because not all ask for window space to be covered with posters. Papering the street front of a newsagency with magazine posters blocks the full story of the business being revealed.
Blocking the window in this way is not best practice and does not serve the newsagency, or the magazines promoted, well.
Our businesses are retail businesses, not glorified billboards. It would be interesting to run for a couple of months without any magazine posters on windows and measure the impact on sales. I suspect that there would be none on magazines and an increase in other departments – if the unblocked window reveals a appealing shop.
I don’t know of any publisher who would be happy with such a messy looking “display”.This surely is not what a publisher expects of an agent.
I think you are again twisting things to your own agenda.
From my dealings with publishers they want a clear,bold display not this mess.
Oh Mary, I think that men did land on the moon, that Elvis is dead and that barcodes are not intended to control people.
I am aware that some merchandisers, representing some publishers, do put photos in windows like this.
Mary,
Even a bold display of one title that covers the window is not best practice. Whether it is one or multiple titles like the photo, potential customers are still unable to glimpse inside the store.
It’s the retail equivalent of buying sexy underwear only to always cover it with clothing. It doesn’t serve much purpose if no one gets to see.
I have always thought that a, mostly, clear window policy is best; it gives the customer a visual invitation into the shop.
I agree Teqz (what nationality is that?)
Especially in adult shops
When we bought our newsagency it was covered with phone card posters, as well as the obligatory Tatts and magazines posters. The first thing we did was take them all down. We have 3 magazine posters at the bottom of the window, 2 Tatts posters on the wall not the window, and that is it (unless there is a major jackpot).
Customers came in the first day and asked us if we had put in new lights, as it was so bright.
It is 1 million times better than before.
Not advertising is “Like winking at the sheila in the dark-you know what your doing-she hasn’t a clue” attributed to John Singleton circa 1970’s.
Basic perhaps uncouth to many, howver the message is simple. Question is “what form of advertising do you want?”
alot of stores in nsw have the windows covered, with only a sliding door showing a glimps of whats inside. in the cold the sliding door is kept very near closed as well. i uncovered the windows and uncluttered my store when i bought it. changed the lights to triphospher tubes (33% brighter)and it is a whole new store for the better.
in saying that, i covered in one of the 2 windows with posters over the weekend. i hated it, but people commented and did buy the titles. so the temporary change was worth it for me. covered for 3 days max.
peter
before we did $300,000 shopfits , all the merchandisers fight for our window displays , counter and any walls inside and outside that they can put their posters on. At that time i don’t mind because the shop look tired anyway. After shop fit i don’t have any posters in my shop any more , so no more fighting between merchandisers and my shop looks first class, elegant and clean and bright and further more my customers more happy shopping in my store.
Businesses I have seen remove window posters and open the shop for all to see usually see a good sales kick – as long as what is inside looks good. The window can be used, occasionally, for special occasions.