A newsagent in country Victoria trimmed magazine space recently by 90 pockets following a review of magazine performance and the completion of a magazine relay. They converted the traditional magazine tierage into shelves which are being used for gifts. The photo shows the result of physical changes. Here’s what they had to say about the process when I asked them what they did and why:
We reduced our pockets by 90 spots. The shelves are just veneered and edged 300mm strips of chipboard with timber that has been cut to size, beveled and attached to give a horizontal shelf. The beauty of them is that they can be moved anywhere amongst our magazine fixtures and cost bugger all to do. We initially put them at the front of the magazine rack to show off the new range but have now moved them to the other end closer to the cards display. Giftware sales are up about 95% on last year so it will be interesting to see the effect of this latest move on giftware & card sales (which are up about 10%).
Incidentally, the move came as part of a magazine relay last week which I used your guidelines for – magazine sales were tracking downwards at about 8% p.a. but we are now showing a 14% increase on same time last year and hopefully will see this increase again as the relay kicks in. We have received lots of favorable comment on the relay so I have my fingers crossed!
I am seeing newsagents use reclaimed magazine space for a range of complimentary products. Overall, I am seeing newsagents approach the opportunity with care and in a way which is sensitive to them remaining a newsagency.
While some magazine publishers may be concerned at the moves, overall they should not be. There are plenty of titles at the bottom end of the market which are not selling and just take up valuable retail space. Also, in some newsagencies, more magazines can be displayed in less space. The freed space is all about driving sales.