We are promoting the latest issue of Time magazine, with the World Cup cover story, with newspapers for a few days. While only simple, I am hoping that the tactical placement with newspapers will be effective since Time sales are not all that good for us. Our World Cup magazine sales are going off so we know the interest is there in the cover story.
We often place magazines in high traffic locations based solely on the cover story. We have senior people putting magazines out in the mornings and this is when these decisions are made. I made the decision years ago to treat magazine placement in-store as a senior role. Sales performance suggests this was a good decision.
I try and plan my travel schedule so that I am in town Monday, Wednesday and Friday mornings so I can do this work. If surprises me the number of newsagents who see this work of putting out magazines as menial. To me, it is driving one of the only points of difference we have in our newsagencies.