Practical Family History, Family Tree Magazine and Family History Monthly are three of a large range of family tree / genealogy type magazines found in many newsagencies. The range of titles is broad and appeals to a very select group of people who browse my newsagency. What is interesting is that customers interested in the family tree / genealogy category tend to buy two and sometimes three titles in the category at the one time. This makes them efficient customers and helps justify the retail space we give the category. I see categories like this as essential to the newsagency pitch of being the magazine specialists.
Being a specialist means doing more than putting the product out, it means understanding the dynamics of the category, what else is in the shopping basket and what can be done to drive the efficiency of such a special interest customers.