Soon after our team created this display promoting the new Justin Bieber one-shot (out Monday) from Pacific Magazines at the counter it started selling.  Seriously.  If only all displays worked like this.

Given that this title is a newsagent only one-shot with limited promotion, it needs to be in a high traffic location.  Hence our positioning at the counter – between two busy sales points and at a height which is friendly to the Justin Bieber fan base.

We are confident of selling out within a month based on sales already.

I was talking to a newsagent yesterday who was complaining about this title and “all the fuss about Bieber”.  We are not our customers.  Whether we like this kid or not, if he sells product, especially to a demographic which is not strong for us, we should get behind the product.

Note the placement of the Justin Bieber photo packs in the middle of the display – these continue to sell well.

We have been promoting the latest issue of In-Style magazine with this aisle end display.  It’s a nice and clean display without much visual competition around … the display pops and should result in a good uplift in sales for the title.  A couple of publishers have asked me about cover run-one.  the photo shows a good example of simple use of cover run-ons.  We use them in displays like this as well as above product in the usual location for the magazine display.  They are an effective way of drawing attention to a feature title like In-Style.

We received more stock of the Woman’s Day Royal Wedding one shot and our team created this poster to sit atop of the display unit to draw attention to the product offer.

The poster is terrific – simple and very effective.  This and our tactical placement of the display unit out the front of the newsagency facing into the mall is a good reason for the sales success we are continuing to enjoy with this title.

Based on pre royal wedding interest I expect the weeklies and monthlies with royal wedding coverage to sell well.  Hopefully we get plenty of good covers to make the most of the opportunity.

We are promoting the latest issue of Good Food magazine with this aisle end display.

I love that this issue can be browsed – good to see … it does not happen enough with Good Food.  Food titles are browsed, shoppers love this.

We are also promoting the title in with our weeklies for the first week of the on sale to make the most of all the most of all the promotion activity.

We are taking the heightened interest in weddings, well the imminent royal wedding at least, as an opportunity to promote the Melbourne Wedding Guide in our best magazine promotion location this week capping one of our magazine aisles and facing toward the front of the newsagency.  The collateral for the display was created in-house by our creative team.  It gabs your attention when you enter the store … anyone planning a wedding will be encouraged to pick up the title on impulse, especially given our promotion of the good value price point – $6.95.

This display is an example of the challenge of the ‘required’ display versus a decision in-store about what is best for the business.  This title would not be promoted by many newsagents as it is not on the required to display list – not that there is a formal list as such.  We choose to display it because we will get sales which make our investment worthwhile.

We have been promoting Cosmopolitan magazine on an aisle end facing a reading nook we have for woman’s magazines.  While toward the back of the store, we certainly see shoppers browse and purchase off displays we place here.  We find that people who get to the end of our magazine aisles and into this reading space tend to be the more avid magazine customer – hence the value of good displays to help drive impulse purchases.  I guess my point is that displays don’t always have to be in a high traffic location to work.  In our case, down here in this location, the lack of visual competition works to the favour of the title on promotion.