We have been running a magazine loyalty program in my newsagency since August 2004 resulting in same store sales growth of more than four times the national average. Australian Women’s Weekly is the single most redeemed magazine. That is, it is the title most customers choose as their free magazine. Last month, 10% of our AWW sales were copies redeemed as a result of our loyalty program. I am curious as to what it says about the title. I have talked to two customers this week who chose AWW for their free magazine. One said it was her treat, she was proud that her husband’s magazine purchases led to the treat. The other was pretty blunt “I wouldn’t buy it bit if it’s free…”. She went on to say she loves the magazines but that she didn’t have as much time as she used to.
My feeling, from across the counter, is that the considerable activity at the weekly end of the women’s magazine space (new titles, reinvigorated titles, more promotion) has pulled focus from the monthlies. The weeklies of today are deep inside what was the playing field of the monthlies. The monthlies, if they are to achieve growth, need to play in a redefined space.
Australian Women’s Weekly is a beacon title built around quality production and content. Maybe putting it in supermarkets and other mass locations distracts from that quality. Maybe some of the cover choices do not resonate – Oprah for example. Last month in my store we sold out in just over a week because of the Beaconsfield mine related coverage. I suspect that more of this type of coverage would boost sales. If I were in an editorial meeting I’d be saying – think Australian Story. I’d connect those stories with a TV Show and leverage the PBL cross promotion opportunity. No one is doing that today in the human interest area. Better Homes and Gardens does it in the DIY/garden/homemaker space brilliantly. There is a sales kick every Saturday.