The launch issue of Master Chef magazine performed well yesterday in the newsagencies for which I have received sales data. Sell-through ranged between 15% and 36%. There was a good mix of shoppers looking specifically for the title and those who happened across it while looking for something else.
The result is good given that the latest issue of Good Food magazine was released yesterday with considerable promotional support from ACP Magazines. Competition is healthy!
The only complaint with the launch I have heard is insufficient marketing collateral. I’d be interested to see the percentage of the launch budget invested in in-store collateral. Given the foot traffic in newsagencies, this is an opportunity not to be missed.
Yesterday’s performance of Master Chef puts it close to that of the launch of Prevention magazine last year – except that Pacific Magazines did a better job with marketing collateral.
I’d expect some newsagents to be chasing more stock of Master Chef magazine by the end of the week based on the sales numbers yesterday.
Are there actual newsagents out there that recieved a descent supply . there dosn’t seem to be any positive results in that department . a sell through rate of 15%to36% of nothing isn’t a great achievment . i had 100 % sell through yesterday but thats no big deal not something you can really measure when there was not enough stock available . first issue they should have flooded the market ,obviously they had the stock because they can still send stock out
We had a 100% sell rate – but we did only have 2!!! Sold within 20 mins. of putting on show. Had put in a extras order last week when we found out the qty but has not arrived. Customers and us not happy.
We ordered 20 copies because we had preorders of 15 however only received 1/2, so ordered 10 extras at 7am on monday and have been told they are out of stock. We now have 5 unhappy customers that are going to coles to buy the mag from now on as they say they have heaps of stock.
Great work for first issue.
Mark , i think you should change the heading of this blog to
Masterchef magazine supply stuff up
We received 42 so the percentage is pretty good.
Luke,
I ordered 30 extras at 10am yesterday morning. I will receive these tomorrow.
It’s a shame that we only received one poster – I would have loved to have done posters outside the shop plus a power end inside… With one poster the mag is on the counter.
Got two, sold them. When we found we were only getting two we tried to order about 12 through extras online, but the site wouldn’t let us until Monday, now they’re all cancelled.
Didn’t even get to put up the poster!
Fantastic launch!!! 100% Sold.
Mark you must have been lucky.10 copies all sold.No way to get more.1 poster as we are not merchandised weekly no extra pos.
Maybe you need to look into the supply and I think you will see the majority were under supplied.
we recived 42 copies and have sold 4.
i have the pos stand next to the papers. header cards on the counter and even stock on the counter now. still not selling.
to put into perspective we sell though approx 40 womans day each week so i was only expecting 20 masterchefs max.
our 14 month old baby has been having the best time at home with the box the stand came in, so not a complete lost for me.
Quite frankly the distribution was poor. I’m not selling any of my copies. The marketing collateral/POS lacked any spark or imagination. I had the POS tand FOS yesterday but have sinced replaced it with a nice World Cup Football mock up I created with all the soccer mags, which is selling like hot-cakes. Interestingly though I’ve had a couple of customers discuss the merits or lack thereof of News Ltd attacking the credibility of the show while launching a magazine the same day.
we have sold out but have no fare coles have plenty of stock and they have placed their lovely stand at the entrance so it can be seen by our store we recieved 5 for us & 2 other newsagencies as well as 7 subs
We sell a lot of magazines, food is not however a big seller. We were down to get zero allocation, we asked for 10 and got them. However we have just received another 10 in a fast courier bag.
Couldn’t they have put a little blank box on the nice postcards we got so we could all put down the supply we would like? We could have sent it back last week before the launch, solving all this BS.