That’s Life and Take 5 are important magazines for newsagencies. They generate excellent traffic on a Wednesday, always have premiums on offer and respond well to in-store promotion. The competition between them results in better product which rarely misses a beat.
Even though the some of the promotions can present display challenges, it’s nothing compared to the lift in sales.
To support both titles and get every extra sale we can, we co-locate both on Wednesday and Thursday in each of our stores. We place them at the front of the store as well as their usual location. We also, every couple of weeks, put one or the other at the main lottery counter.
The sales decay data proves the value of this on these two days – we’re far more likely to get an uplift on Wednesday and Thursday than an even stronger promotion later in the week.