We will sell out of the latest issue of Mindfood magazine … more so because of the Christmas cookbook on the back of the magazine than the main magazine itself.
We gambled and placed Mindfood back to front in with our food magazines, in our Christmas cooking display. This is where it has sold so well from. Sales have been better than if we had left Mindfood in the usual location for the title based on recent history. While we expected a lift, we did not expect this result.
This experience with Mindfood is interesting to me on a couple of fronts:
- Publishers can use special interest and seasonal features on the back of a magazine to introduce their title to new shoppers. This not only drives immediate sales but it also augurs well for future sales of the title. I can think of plenty of seasonal opportunities for titles which could drive sales.
- Newsagents need to look at every magazine which comes in and play to its strengths. Thanks to our team noticing the Christmas cookbook on the back of Mindfood has delivered sales we would not have otherwise achieved. Yes, this is hard work. It plays to us as magazine specialists and delivers certain incremental business.
Our magazine sales continue to power ahead in the lead up to Christmas. Unit sales are currently tracking at more than 30% up.