The impact of TV advertising is amazing and immediate. We have had The Secrets of the Stones partwork on display for three days and already customers are buying the title.
While not as popular as other partworks, that people visit our newsagency specifically looking for the title demonstrates the power of TV and the benefits of exclusivity for partworks.
For me, it is a reason to overlook the promotion of subscriptions in the partworks – my goal is to make the most out of this extra traffic generated by TV commercials for partworks such as The Secrets of the Stones. This is why we go hard at the front of the shop – to connect with the TVC and draw people in. It also provides an opportunity to show we are not a set and forget business.