Magazine publishers use gifts (tip-ons they are called) from time to time to drive sales. Unfortunately, there are two women’s health titles on the newsagent shelves at the moment with the same gift – Oxygen and Health & Fitness. In each case, however, the gift is not evident until the magazine is lifted from the shelf. They should have found a way for the gift to promote the title without it being picked up. Detail like this is important if you want to drive above average growth.