We have had success with several of the magazine promotions I have written about here:
- Total Girl with Justin Bieber on the cover. Sold out. Ordered more stock.
- Real Bugs part 1. Just about sold out. ordered more.
- Who featuring Amy Winehouse sold out and we couldn’t get more.
- Girlfriend is close to selling out.
I guess my point is that we can drive incremental business from magazines and then use this new traffic to drive sales in other departments.
Overall, our magazine sales (in unit sales) are up 24% year on year. This is due to a combination of our energy and focus, beating other magazine retailers nearby with a more compelling offer. Once the closure of Borders is felt we should see this growth continue.