We kind of did a bad thing this weekend by using the One Direction one-shot title collateral from Pacific Magazines to promote other magazines with One Direction content. We didn’t want to take down the collateral as we are hoping to get more copies of the One Direction one-shot from somewhere. But we wanted to try and monetize this prime location display in some way. Hence our placement of the latest issue of Dolly magazine (with a 1D poster) and the Total Girl Star Awards Poster Book (with a 1D poster).
The placement achieved sales which I am sure we would not have got had we not taken this action. In fact, seven magazines sold as a result of this. Nice extra sales.
We prefer (and always try) to respect marketing collateral from a publisher by using it only for titles from that publisher. This is a unique situation with the One Direction one-shot and we hope that Pacific Magazines understands. If we can’t find extra stock by mid this week we will, sadly, dismantle the display.
Mark,
We did exactly the same thing here……..it wasnt about disrespecting any marketing collateral….more like trying to capture the moment anyway we could given the fact we could not source more product at the time. I am sure publishers would forgive us on this one…..
Al
US TOO BUT WE ARE NOW OUT OF DOLLY AS WELL WHAT IS THE CHANCE OF MORE STOCK ARRIVING OF ONE DIRECTION THE GUYS HERE CANT HANDLE THE TEEN GIRLS CRYING
Haha. Sell the girls New Idea and any other magazine with a 1D photo.
GG didn’t even bother to answer my email
request for extra copies of One Direction.
The treatment they dole out to their customers is appalling.
How would it be if we didn’t answer a request via email from our customers???
My average customer is about 75. Not too many one direction fans. I will be early returning most stock. I hope it gets to one of you and not pulped.