We put Australian Women’s Weekly front and centre of our shop last Wednesday for five days. We achieved a welcome sales kick compared to the same first five on sale days for the previous four issues. We broke the rules, ditched the glossy brochures, took the magazine out of its usual place and created our own basic display. The result is a 45% increase compared to the previous best first five days. This demonstrates the value of a non-corporate local newsagent approach to pursuing sales growth and that impulse sales can be achieved for a title like Australian Women’s Weekly.
While the publisher prefers and rewards kick arse retail displays, it’s more basic activity like what we did last week which is more valuable to them. Newsagents are rewarded weekly for feature magazines displays. Our display would not receive any awards. However, the sales kick we achieved is greater than what you would get from any pretty display.