The motoring magazine display we created last week has led to a 30% increase in the sale of motoring magazines over the same period last year. Six months to date we have recorded little year-on-year growth for motoring titles – until our display was created. Much of the growth has come from the titles included in the display – we were careful to choose titles which made for good Christmas gifts – such as the HSV Yearbook.
The base off which we achieved the 30% growth for motoring magazines over five days was 145 copies.
We obsess about magazines, implementing all the newsXpress magazine strategies as well as some local strategies chasing opportunities we see.
The motoring display we created has been more important to us this last week than displays suppliers have had us do in our newsagency – in part, because it focuses on the category as opposed to a title and in part because it present Christmas gift-giving opportunities. I am disappointed that our initiative, while more valuable for sales, will not be recognised by any of the magazine publishers as it falls outside the same-size-fits-all approach to marketing against which they measure and reward newsagencies.
I’d like our key suppliers to look for more opportunities to reward entrepreneurial effort which generates incremental business – such as this motoring display.