I helped a customer Thursday who could not seem to find what they wanted. The cake decorating magazine, the supermarket doesn’t have it. I showed her our range – the last three issues and explained that newsagents are the best businesses for magazines. We had a chat about this, she agreed but explained that sometimes it was easier to add a magazine to the weekly shop than make a special trip to the newsagency. Why come to you when it’s only for a magazine? Gee that stung.
As we parted, the shopper said you need more magazines like this, holding the latest copy of Cake Decorating above her head. Yes we do. We need more special interest titles that people will go out of their way to find and purchase, regularly.
It is fringe and special interest titles that provide the channel with its best point of difference.