More publishers are doing what ACP Magazines has done with their Take5 brand. This Take5 Ingredients title leverages the awareness around the Take5 brand with a popular food based offering.
Our challenge as newsagents is to leverage the existing brand connection while at the same time pursuing category opportunities. So, where to put this title. Some newsagents will place it in the food section and others near Take5. Both decisions are right.
The challenge with placing Ingredients near Take5 is space. The weeklies space is tightly managed with no room for new titles. There is more flexibility in food.
My approach is to give premium space to the title for a week or so in the hope of it selling well, out even. Based on the experience with Woman’s Day and Women’s Weekly related sister publications having these one off titles next to the parent works better.
Extending the reach of the brand as titles like Take5 Ingredients does is good for newsagents as long as we work at maximising the opportunity.