Our placement of the latest issue of Rolling Stone at the counter resulted in sales of an additional six copies over the weekend. Some of these are likely to be sales of the Rolling Stone which would not have otherwise been achieved. This opportunistic placement of magazines is key to driving incremental sales. Not flashy displays or consumer competitions but placement in a high traffic area where the cover will connect with a reasonable number of shoppers and from where a quick impulse purchase decision can be made.
It is challenging for publishers to make this pitch. We do it in our newsagencies because to look at the covers and have space set aside for this type of promotion. We have made it easy for us.