Explode, the new magazine for boys 14 to 17 has been out for two days and is showing signs of acceptance in what is traditionally a tough market for new magazine titles. Explode seems to be FHM or Ralph for younger guys. Just look at the point of sale material provided by the publisher (above). Based on anecdotal evidence from a few newsagents late yesterday and applying reasonable analysis of sales decay for titles in this segment I’d expect a sell through rate of 70% for this first issue. If Explode achieves that I’d call the launch a success. This weekend will be the key. Explode needs to achieve at least 50% sell through by Sunday night to reach the predicted 70% sell through.
Footnote to publishers: Visit almost any newsagency and you will see in store displays like the one above from my newsagency. This is the type of support newsagents give new titles. You don’t see it at petrol and convenience outlets nor do you see it in supermarkets. Support newsagents and they support your products.