We are promoting the latest issue of Melbourne Home Design + Living at the entrance to our main magazine aisle – where the magazine is usually located.  Our team has done a terrific job creating collateral with which to promote the title and drive sales.

We see Melbourne Home Design + Living a magazine which could be purchased as a Christmas gift – hence the high traffic location placement.

This display will have a week in the spotlight before we move it to another location for a second week.

Melbourne Home Design + Living is not a title newsagents tend to promote is this is not pushed by the publisher.  W choose to promote the title as it responds well to our support.  For us, this is what proportions are about – sales.

We will sell out of the Women’s Weekly Christmas miniatures cookbook from ACP magazines.  We have had this title with other mini cookbooks and at the counter.  The most successful location for this title has been at the counter without a doubt.  It’s a pretty easy impulse purchase and that is how our shoppers purchase it.  If newsagents find them with plenty of stock of this title I’d encourage a counter placement – but make sure the counter is not too cluttered – people have to see what you are promoting.

Just as we have done with Marie Claire this week, we have alloced double pockets to Dolly magazine to show off the gift which comes with the title.

The free pyjamas with Dolly make this issue more interesting and valuable as a Christmas gift.  The makes allocating good space to show off the gift more important.  Newsagents are certain the get extra sales in the lead up to Christmas if they couple display as shown in the photo … I’d encourage this.

We are promoting the latest issue of Donna Hay magazine with this in-location display.

While space is a challenge with all the Christmas titles in-store, we have found room for a week for this double waterfall display to help drive early sales of the title.

Once this display comes down we will support the title in week two with a pocket located with our weekly titles, in a busier part of the newsagency.  Our Donna Hay sales are somewhat volatile meaning that we need to work hard to keep them up – hence the additional attention.

Kudos to the folks at Russh magazine for promoting newsagents to their more than 40,000 Facebook friends and more than 14,000 Twitter followers with a couple of messages this week along.  here is the message sent the day prior to on-sale:

In the spirit of issue 43 which hits stands TODAY. To be wild or tame? Head to your local newsagency and make the call.

This support for newsagents is terrific.  It’s to their own network and is clear in its support of newsagents as the go to retailers for the title.

An iPad App for Russh has also been launched.

Just as we have done with food titles, we have brought together Christmas themed craft titles and placed them at the front of our craft magazine section.  I figured that we have only a limited time to sell Christmas themed magazines so they deserve prime space even though we have had to move some of them a couple of pockets away from where they should be.

I appreciate that it can be time-consuming moving magazines around like this to serve seasonal opportunities. The payoff is incremental magazine sales.  This is one way newsagents can drive sales efficiency – getting more sales from the same or even less customer traffic.  It can be done.  I know of newsagents achieving real sales growth while experiencing a customer traffic decline.

Here is a good example of an allocations increase I agree with.  Our supply of Psychology Today was increased from two copies to three on the back of sell outs four issues in a row.

Click on the image if you want to see the supply and return data for the last year.

While we were left without this title on the shelves for four issues, I’d rather than than having a copy left at the end of the month.  Without empty pockets into which move titles not displayed full face newsagent could not do justice to everything they receive.  Just ask any newsagent, I am certain their would advise that they receive more titles than they have pockets for.

We are promoting the latest issue of Better Homes and Gardens and the new Australian Women’s Weekly Preserves cookbook next to newspapers for the next week.

Both titles are sure to work a treat from this location.  They look good, are easily understood and work as gifts.  hence this high traffic impulse purchase location.

We are also supporting them in their usual location to make sure that we don;t miss the shoppers who go looking for them -= this important with displays, to not forget the regular shopper for a title.

Newsagents should take a moment to check out the new look Riptide magazine, especially if you have customers interested in surfing titles.

The Morrison Media website has published some excellent background on the new look title.  It includes a link to a video with more details – this would be good your newsagents and their employees to see.  The more we know about a new or refreshed the title the easier it is for us to sell.

We are promoting the latest issue of Better Homes and Gardens magazine with this aisle end display facing out into the shopping mall. The display sure is a beacon at this front corner of our newsagency.  It brings a terrific summer feel to the shop which is a nice counter balance to the traditional colours of Christmas.  BHG sales are excellent in this newsagency, so it’s an easy choice to devote space to promoting each new issue of the title.

We are promoting the latest issue of Marie Claire magazine with a terrific in-location display.  We have folded the package out so that shoppers can see the value of what is on offer with the magazine.

Having tracked results for the last year, there is no doubt that in-location promotion of women’s interests titles works better than aisle end or other out of location feature displays.

I expect that we will sell out of this issue of Marie Claire.