Based on sales data from several newsagencies (small sample I know) I am seeing exceptional results for New Idea, Woman’s Day and Australian Women’s Weekly. New Idea and AWW are the strongest performers with the former maintaining 25% sales growth in the stores I have seen. If these results are seen across the country it will cement Mary as the magazine cover darling of this decade and lead to more Mary coverage. I’ll be interested to see if Lleyton and Bec Hewitt can beat Mary led sales when their baby is born.
To capitalise on the Mary covers on all three magazines at once we created a Mary pack with the three magazines and a baby card in our store – more to enhance focus than anything else.