We have Justin Forever at the counter for this weekend. We also have it in with our weeklies as well as with teen magazines. At a couple of my stores the counter location is already working well for this title. While the $8.95 could be a stretch for the younger shopper, I am hoping that the counter location works for mum, dad and other adults who may buy it as a treat or gift for a fan.
Our current plan is to leave Justin Forever up until Wednesday.
I’m not sure about the Melbourne burbs but here $8.95 is nothing to younger shoppers. One only has to look at the amount of pocket money they spend on football trading cards (in previous years we’ve had tens of kids buy entire boxes for almost $100). And I swear some kids purchase Optus $10 recharge almost every day of the week!
Having said that we’ve found that the Justin B fans are not buying any of the mags. Its almost always parents or grandparents buying the title without the kid present. I think the JB target market is more likely to get their fix from the net (especially social networking sites) as this seems to be the medium that JB and his marketing team have harnessed.
Jarryd I am seeing this as a parent’s purchase as well. The $8.95 price is no problem for me i inner Melbourne. I have it at the counter like in Mark’s photo.
iluv