The Monthly hit the shelves in newsagencies perfectly timed yesterday given the coverage of the Federal Government second stimulus package.The Prime Minister is on the cover as The Monthly publishes his essay about the global financial crisis. The production is exceptional, making the magazine stand out even more than for the content itself.
We have The Monthly displayed at the counter, above our newspapers as well as with current affairs titles – overkill maybe but our view is that with the stimulus announcement top of mind we have a window of opportunity for around a week to promote The Monthly.
We need to be opportunistic in our magazine promotions, allowing a great cover to guide our choices. I have seen countless examples of such opportunistic choices achieve incremental sales. We don’t always promote the mainstream titles or titles from the biggest publishers. Our approach with The Monthly this month is a good example of this – capitalising on the big news of the week.