I’ve seen a mixed result for the launch of Taste magazine this week. Two newsagencies twenty minutes apart with similar traffic but different demos – one (with older shoppers) sold out in two days and the other sold 1 copy.
We’ve been promoting taste with placement in food, with newspapers and with weeklies (see phone from one of my stores). We’ll continue this support for all week and then pull back to two locations. I suspect it’s a title, like Feast, that will sell through the on-sale.
Other newsagents I have spoken with say they’ve seen good interest in the first two days. The key is getting the title in front of shoppers – hence the importance of newspaper and weekly magazine placement.
I received an email on day of launch for a 35% subscription offer from iSubscribe.
Mark, do you think it’s fair Newsagents launch this title into the marketplace at only 25% commission?
A pet hate of mine when ANF is wasting time pushing things like hubbed.
Amanda I’d prefer to see a launch at a bonus commission rate, say 50% because part of our work will help the publisher attract subscription sales. I’ve seen publishers do this before and newsagents responded.
I do understand the role of subscriptions in the overall magazine model and accept their pricing will be different to single copy sales because of the locked-in loyalty factor.