Dolly magazine gains access to our prime retail counter promotional position this week with the free Davenport nightshirt and bedsocks which come with the title. We think the gift speaks to the demographic and is unique enough to justify the prime space allocation for Dolly magazine.
Both Dolly and Girlfriend are chasing a tough demographic at the best of times. Today’s challenges are evidenced by the regularity of tip-ons with each.
The other important and topical interest for this issue of Dolly is that it is retouch-free. That is, photographs have not been retouched. This is receiving good media coverage and should, therefore, be more top of mind to customers.
We have a sign in store saying its retouch free and parents think its great. I think Girlfriend will lose more readership based on this issue unless something changes soon.
I see Coles withdrew it from sale until censoring stickers were placed over one picture!
The only non-retouched photos in the magazine are those they have not been purchased from an agency ie those commissioned and shot by Dolly. I don’t know what they ratio of commissioned v bought pics are but it would be interesting for them to disclose.
That said, it’s a fantastic concept which I think is long overdue particularly in the teen category. Now, I dare one of the woman’s fashion titles to give it a go….and watch sales boom.