We have moved four magazines which always feature articles on green environmentally friendly living to a new location and created better retail story. We have placed Green Living, Green Smart, ReNew and G Magazine in our home, living and garden magazine section.
While sales of green titles are not strong, I am certain that better placement, together and in a higher traffic location, will help – in our newsagencies at least.
Previously, these titles were in separate locations, where each is guided to be placed based on their Magazine Publishers of Australia segment codes. Bringing them together creates a more noticeable story. Placing them between Notebook, House and Garden, Better Homes and Gardens and Inside Out ensure they are browsed by more people.
If another title comes out with a green issue, we will place it with these magazines. We will also play this the display in the photo to visually frame these green titles, so they stand out more.
I noticed a report at Environmental Leader over the weekend saying that environmentally-themed issues of US magazines are underperforming. My sense is that we will gain more traction from promoting the titles which are dedicated to these issues rather than infrequent special issues. Hence our moving of the four titled mentioned to a better location.
NOTE TO MAGAZINE PUBLISHERS: This post highlights a key benefit of the newsagency channel. We can create opportunities like this – around a new retail segment placed in a high-traffic location – from which various publishers stand to benefit. Try and negotiate this with a supermarket or petrol outlet. They will not do it unless you do the work. Newsagents are your best friends if you want to innovate. Try working together as publishers and engaging with newsagents.
‘Newsagents are your best friends ‘
Spot on Mark.
Agreed ‘Newsagents are your best friends ‘
The following comment may not be everyone’s cup of tea.
Newsagents can be seen as a supporter of the environment for thefuture by displaying green magazines. I am not a greeny however from a personal point of view the world needs to clean up its act.
I could supplementry a few of my green magazines however I will not because of the category. People in this case can see green in my shop and I will wear the space.
I have ended up putting the “green” titles alongside Gardening along with Earth Garden, Renew, Grass Roots, Organic Gardening as the customers who buy these seem keener on being green than the customers who are still building McMansions and renovating kitchens and bathrooms.
I have now created a display like in the photo. Thanks for the tip Mark.
Thanks David. This display demonstrates our value to publishers. We need to keep reminding them of this.