ZOO, the new weekly men’s magazine launches today. We received 29 copies. The pitch is that we offer issue #1 free to males buying a newspaper. At our current rate we’ll be out of stock by 11am. A more appropriate launch scale out would have been 150 copies. Hopefully we’ll get more stock by Wednesday.
Publishers launching new titles would do well to look at how Notebook, Madison and Real Living were launched last year. Good supply quantities to enable bold in store displays. Stock sells stock.
Geez Mark, you’re quick on the posting!
It is an interesting launch strategy being implemented by Zoo. The only magazine launches I’ve been a part of (in my limited experience) have been somewhat garden variety ‘ramming the gate’ examples, where, as you said, newsagents are simply given tons of magazines & plenty of POS.
I’m sure other magazines have tried the Zoo approach, although I’ve no idea of their own success.