The local version of Popular Science has been launched with a good mix of in-store and external marketing. I especially like the reward for achieving a 50%+ sell-through. Engaging with newsagents is important and the folks behind Popular Science have worked hard to understand key levers to use to drive good outcomes with and for newsagents. This new title is a bit like Top gear – it defies traditional placement. It needs to be placed with men’s magazines, science titles and at the counter to grab impulse business.
I gave it a go last month and didn’t sell one. I sold one of the latest ones yesterday.
I personally like the magazine but the content needs to be tweaked a little and I’m sure they’ll do that in the future. I think it will be a stayer.
It might be worth putting it next to Top Gear – Fact loving demographic.