As the Bakery Australia website says, The National Bread Day has been conceived to popularise the consumption of bread across the country by creating awareness of its dietary and nutritional values. Brilliant.
As I blogged here a month ago, in the UK they have Magazine Week for similar reasons – to popularise magazines. Indeed, at their website they say: We started Magazine Week because we wanted everyone to know just how big and diverse the UK magazine industry is, with a magazine for every available lifestyle, hobby or interest. Brilliant again!
Newsagents could launch magazine week and own the concept in consumer’s minds. If we got the pitch right we should see a sales kick and greater loyalty to our channel compared to the other channels selling magazines. Key to such a week or a day is to have the pitch right and consistent across the channel and to support this with a giveaway – like the Bakers Delight booklet given free to every customer today (see photo). Brilliant.
If we are the magazine specialists we need to find a way to own that concept. A Magazine Week or a Magazine Day could do the trick. If publishers, the MPA or associations get behind this, I’d love to be involved.