With weekly magazines accounting for 25% of our magazine sales, we are always looking for ways to leverage the excellent traffic they attract by promoting other titles with them and nearby. We have recently been using a simple acrylic stand next to and above the weeklies to promote titles which we cannot fit in the stand next to the weeklies. Over the weekend we were promoting Weight Watchers magazine. You can see it in the photo.
We choose the titles we place here, above the weeklies, carefully. We want titles which are a natural fit and which have a track record of being purchased in our newsagency on impulse – we know this from other campaigns.
We have another of these acrylic stands in use above our crossword section which is at the other end of this aisle.
We count the number of copies we put into each of the displays so that we can track the success or otherwise of the title being promoted in this location. This is vital so that we build a data set of what works and what does not work.
Newsagencies are the best magazine destinations in Australia. We all should leverage this and pursue the best possible sales efficiency from magazine shoppers. This means obsessing abut the category and changing how we display, promote and leverage magazines.