There is no connection between Prevention magazine and horse racing titles. It just so happens that our horse racing titles face our greeting card department.
Realising the importance of promoting impulse opportunities as shoppers move through the store and knowing the demographic of our card shoppers, we have placed Prevention magazine facing the card department. This is the only magazine offer between the card department and the counter.
Too often, I think we look at display opportunities from the one direction. Once you analyse traffic in a newsagency you can see many display opportunities, in multiple directions – like this place next to our racing titles.
Next time, we will be more careful in selecting a newspaper stand – to make sure that it provides display flexibility regardless of how it is positioned.