We are finding that Jamie magazine, the food magazine built around Jamie Oliver, works best as an impulse item in each of my newsagencies. While we run the title in our food category, it actually works best when located in a pocket in the middle of our weekly titles – as shown in the photo. Here, it is purchased on impulse, extending the shopping basket and driving good value for the business.
We have tried Jamie with newspapers, at the counter and even in a food display at the front of the store. It is in with weeklies where it works best – for us.