We’re taking a different approach with the second issue of Mindfood, this time promoting it at the counter in the space usually reserved for titles which come with a free gift.Given that the title is being launched with no advertising budget we have to be more creating in chasing consumer interest.
With a title like this, one which does not neatly fit into a single category, we’re up for trying various locations until we find one which is viable for us. We figured that with Madonna on the cover this issue of Mindfood is sure to appeal to a wide demographic and, hopefully, drive impulse purchases.
The category we have kind of tried to put Mindfood in is the Women’s interest, between titles such as Women’s Weekly and Madison. It’s currently above Madison, however we are not having much luck selling it. I fear the title makes people think it is a food magazine, which is why it’s borderline in the fashion section, and i’ve given it 5 pockets to clearly display Sarah Jessica Parker on the cover…