We are supporting the launch of the excellent Little Ears reading magazine today by creating a new temporary children’s category between Women’s Weekly and Woman’s Day. We have achieved excellent results with this space in recent weeks promoting health and other special interest titles. This is our first crack at Children’s titles.
In support of the focus of Little Ears, we have carefully selected the supporting titles. By focusing on Letterand, Barney, The Wiggles and Parents, we have created a section of quality and respected titles. Hopefully this will generate good sales of the titles and especially the launch of Little Ears.
We have also located Little Ears in our usual Children’s section. It will be interesting to see which location generates the best sales. Based on the health experience in this space between two top selling women’s titles I’d expect the Woman’s day / Women’s Weekly space to do the best.
We are planning to use this space for several of the launches over the next few weeks – Great Walks and Elevator to name two of the new titles. Not all new titles lend themselves to this treatment. The key is the connection with female shoppers.