We are featuring car magazines in a display at our front counter. The display took ten minutes to execute yesterday. Key to the display is the cheqered flag border – we found the design online in seconds. Without a bold border, the display would get lost in the visual noise of a newsagency. Whit it, the stand draws attention and incremental sales are achieved.
This type of display which promotes a range of titles from the category is more valuable to my newsagency than focusing on a single title since it promotes range.
I am frustrated that magazine publishers reward you for displays built around their titles but offer nothing for a display like this which, in my mind, is more valuable for the health of the channel on which they rely. While there is a place for bold displays around a single title, this simple stand of ours is more likely to drive incremental sales across several titles than a single title display. Plus, it is more likely to drive these sales in my business as opposed to promoting a title which is ultimately purchased elsewhere.
The newsagency channel tends to reward people for being average, doing what the major suppliers want. True innovation is often ignored – because it’s not understood.