We are working in creating smarter, integrated, promotional magazine displays which work for the category as well as the specific feature title. This is an initiative developed by our team at Forest Hill. It is leading to a change in customer behavior with magazine displays.
Click on the image for a larger version of the display our team created promoting the latest Top Gear Australia. This display confronts people as they leave our men’s magazine aisle. In addition to promoting Top Gear we promote other motoring titles.
This display occupies space which previously was dead or used ineffectively at best.
Click on this image to see the Top Gear display in the context of the men’s aisle. As they leave the aisle they walk past a waterfall display of Top Gear and then see the display and get another crack at related popular motoring titles.
This integrated display is proving to be more effective for us that a feature display of Top Gear somewhere where it is a good billboard but not working for the category.
Since we have been using this new space in this way we have noticed people spending time browsing the titles – something which is rare with traditional magazine displays.
I’d like to see magazine publishers encourage a more holistic approach to feature displays. While promoting a single title is often appropriate, there are occasions when sharing display space with other titles from the category creates a win win. This is what we are pursuing with our Top Gear display.