The latest issue of Donna Hay magazine is selling better than the previous issue in my stores. While the previous issue had a better looking cover, in my view, this issue is easier to purchase – it is not sealed in a plastic bag. Yes, the oven mitt gift with the last issue was a premium gift and well targeted to the Donna Hay customer. However, people like to browse food titles. The delicious looking dishes lead to aspirational purchases. While some of the sale s kick I am seeing with the current issue relates to Christmas purchases, I do think that the browser friendliness of the issue is a key factor.