The team at our Frankston store are promoting men’s lifestyle titles using aisle end display space. We do not have the space here to create a separate more permanent area for multiple titles as I discussed yesterday. The latest issue of Men’s Health is benefiting from this display focus as the photo shows.
I am often asked why we give over premium space for display like this when supermarkets charge. My view is that the time to fight that fight was many years ago. Today, magazine range is one of the few points of difference newsagents have. Displays like this make us valuable to publishers. I am happy to invest the space and time with a view to this facilitating publisher interest in other projects.
I also like great in-store displays because they can bring a fresh feel to the business without spending any money.
The key is to drive sales. This is why every display has a shelf or stand off of which the product being promoted can be purchased. Otherwise, they are merely a billboard.