The photo below shows how the team at a newsagency I was in yesterday are using the feature space between their newspaper display on the left and the start of the magazine display on the right. The Easter gifts display stands out.
While the magazine and newspaper fixturing on either side is inflexible, the gift area fixturing is flexible and allows for a professional looking display. The keys with this high-traffic feature space are to tell a compelling story and to change the story regularly.
Often I go into newsagencies and see feature space like this populated with dust covered products which look like they have been there for months. No wonder they are covered in dust.
That looks nice.