This week will be an interesting test for the pulling power of the Terri Irwin story. Crass as that sounds it is fact of life. As you can see New Idea has Terri on the cover. I’d expect Woman’s Day to do the same. The story has evolved and it will be interesting to see if it has the same sales success because, after all, that’s what it comes down to. Based on the week ending today I’d say the story does have legs. Our New Idea sales are up 33%. Woman’s Day I can’t tell as we were not successful in getting extra stock. Based on results earlier in the week I’d say if we had the stock we’d be up at least 20%. Women’s Weekly, also with a Steve Irwin cover, is selling very well – 25% ahead of this point in its usual monthly cycle.
There is no doubt that Australians feel for Terri and the family and want to know how she is doing. Newsagents hear that across the counter. The magazines provide some satisfaction for that curiosity.
We will continue to support Wildlife Warriors in-store and thereby provide a socially responsible context for our promotion of the magazines carrying the story. Thanks to the advance warning from New Idea we are abale to prepare today (Sunday) for the stock which will arrive tomorros.