We have lifted our in-store Australian Women’s Weekly display collateral and re-purposed it for a stand in the front of our newsagency. This stand is seen by lottery customers who do not venture too far into the newsagency – a different mix to those who would have seen the material in its previous location. We could not do this with all displays. Our feeling is that the Magda cover story and the media coverage it continues to generate should make it work for us.
I always make AWW prominent for the first week, and it was obvious after 48 hours that sales with Magda on the cover would be strong. Naturally no extra copies could be ordered from Network. I have since sold out. Therefore the display space I would happily have given AWW now goes to its rivals, and my customers are educated in the breadth of my offering.
Guess whoever put Magda on the cover didn’t think it would lift sales, ‘cos they didn’t print or allocate any extra copies.