Sometimes, the sales achieved for a title in a newsagency can be turned around by a change in location, some in-store promotion, co-location or some other support.
While it would be time consuming, newsagents should look through poorly performing titles, those with a sell through of less than 50%, and consider whether they could undertake some action to increase sales.
The alternative is to early return the title and facilitate its ultimate removal from the business.
Given that the majority of shoppers in a newsagency do not go deeper than the front third of the shop, the reason for the poor performance of a magazine could be the lack of creative and energetic engagement with the title by the newsagency team.
It is easy to blame the magazine distributors and they certainly deserve much of what we hurl at them. However, what if you could take some action which turned a situation around for a title. Surely you would be thrilled with the extra sales through the cash register?
If we do what we have always done then the result will be what we have always achieved. This is why we need to look at non performing titles and see what radical moves we could make. Yes, radical. Who knows, you could find sales you’re not currently getting.
I’d encourage newsagents to look at non performing magazine titles and take some action. See if you can achieve sales growth. Let us know how you go.
The current issue of Better Homes and Gardens has gone exceptionally well for us. Last night we had one copy left. Our various tactics for this title have paid off with the placement of the impulse purchase stand at the front of the newsagency facing into the shopping mall working the best. This is an easy title to sell on impulse, especially around the weekend.
