The launch of the new look Woman’s Day has gone well with sales up in the stores from which I have seen data. New Idea has had a good week too. The in-store promotional material for Woman’s Day, while good, did not tap into the new look enough to enable u to create compelling story around the change.
Also of interest this week is Woman’s Day and New Idea having a make up offer on the cover – it looked a bit me too. The offer was promoted on a small flyer attached to the cover – see the photo. The problem with these is that when placed back into the display unit after browsing – in any retail outlet – the flyer gets crunched and the next browser shows the apparently damaged magazine back and takes another which they crunch when they put it back in – you can see where I am going with this. Also, the offer, being on the lower left corner, is lost in traditional magazine racking.
It might be time to look at a new rack for special offers that give a whole front on look like you show in the pictures below this article. I personally would like to see the whole front of the magazine, and you would have to get less handling from browsers when you can read the whole front. Some customers will still pick it up, but it should be less of them.