We are taking the heightened interest in weddings, well the imminent royal wedding at least, as an opportunity to promote the Melbourne Wedding Guide in our best magazine promotion location this week capping one of our magazine aisles and facing toward the front of the newsagency. The collateral for the display was created in-house by our creative team. It gabs your attention when you enter the store … anyone planning a wedding will be encouraged to pick up the title on impulse, especially given our promotion of the good value price point – $6.95.
This display is an example of the challenge of the ‘required’ display versus a decision in-store about what is best for the business. This title would not be promoted by many newsagents as it is not on the required to display list – not that there is a formal list as such. We choose to display it because we will get sales which make our investment worthwhile.