Newsagents have (or had?) an opportunity to own the World Cup. We have an excellent selection of magazines providing good coverage, several one-off titles, daily newspapers with stories and a small range of support materials including bracelets. It seems to me that someone, not sure who, could have brought all this together into a World Cup centre which newsagents cold have established in store for the next six weeks or so. While some newsagents will do this off their own bat, many will not and a national approach could have seen newsagents take initiative which builds national pride and generates good sales.
In my own shop we have located four key World Cup focused magazines next to the newspaper stand for the duration of the campaign. We’ve dressed this in a way which indicates that we are the place for up to date World Cup news.
You won’t see this activity, bringing together magazines, newspapers and other items, in supermarkets, convenience stores, coffee shops or petrol outlets.