We have the latest issue of Australian Women’s Weekly on display right at the front of the shop to attract passers-by. There is tremendous interest in Magda Subanski’s weight loss journey and the opportunity for excellent sales from this the latest issue of AWW is, in our view, in the first few days. The coverage in this issue of the MasterChef winner will also drive excellent sales. We will maintain AWW in this premium location for at least a full week.
I am often asked by newsagents about displays I feature here and the thinking we put into them. Our decision on this issue of AWW is a good example of our process. We looked at everything which came in today and judged that we would achieve the best sales return from AWW in this location. The other title vying for this space was Better Homes and Gardens. We have this on a separate, BH&G branded, stand – next to our busiest lottery counter. It is well positioned.
The key about deciding what titles to feature and where is to do something – every Monday, Wednesday and Friday – and to learn from the results. Too often, newsagents puy up the posters and that’s it. Sales drive our display decisions, not posters. Our approach takes more time but we win and publishers win.
Why do you love acp so much? You are not required to do a display like this. What do they do for you?
David did you ever think that he maybe doing it for himself ie display well and sell more, therefore make more money. I believe Mark is giving us all good ideas to try and improve our businesses. It is not about a particular Company
David,
To take a set against a supplier for the way they treat you is not necessarily a reflection ont he product that is purchased by the consumer. The supplier may be the biggest of a–s-ol or whatever however you have your money invested in retail and the best thing you can do is promote your product. Forget the supplier it is the customer that counts, the relationship with the supplier may be stopping you from reaching your stores full potential. Just make money out of the bastards you deserve it, after all you bought the business to go forward not backwards in any thought.
A cat fight amongst boys, over a women’s magazine – who would have ever thought! Women’s Weekly has and always will be a favourite read for women across the Nation. Bringing the amazing stories of women 40+ to the forefront will only bring them more consumer traffic. They get my vote and keep it out front in the shops. Julie and Magda deserve a bill board.