Nothing against Donna Hay but the magazine bearing her name does not sell that well in our newsagency. The Donna Hay kids issues, however, sell exceptionally well. So, the brand is not the problem with our sales.
Looking at food titles generally, Delicious sells well (sells out since our supplies have been cut) as does Gourmet Traveler. Donna Hay is the weakest of the mix yet we receive more copies than the other two – ah the magazine supply model starving and drowning all at once.
We are planning a promotion for the next issue of Donna Hay to reintroduce the title to our customers. This will happen at the same time we relay our food related titles – it is time for a major rethink of how we display the range. We want a better point of difference.