We are promoting a range of health magazines with a feature of Women’s Health at the front of our newsagency. The display in the photo is right on our lease line, in easy view of passers-by.
Our sales data shows that Women’s Health sells well in the first on-sale week so it’s appropriate that we give it prominence this week. The approach we have taken is in line with what I have been writing here recently – that we want to feature other titles with the feature title. This improves the chance of a more efficient shopping basket and demonstrates to browsers that our newsagency has more than the featured magazine of offer ion this category.
Visual merchandising aficionados will see that we are blocking vertically – except for the Annette Sym Weight Loss Journals at the lower right side.
I would like to see newsagents working with publishers for promotions based around categories.
For example, having a ‘women’s health’ month where we can highlight the category with several titles around this theme. It can highlight our channel as the place to go for, say, women’s health.
We need to underline our message to cunsumers that we are the magazine experts, not just a stockist.
I’m sure that publishers would contribute to a joint marketing initiative (assuming part or all marketing & merchandising costs), running 10-12 promotions annually.
Darren, This is what marketing groups do.