The latest issue of Good Food magazine is an example of how a great cover drives sales. If we left this issue in regular magazine fixturing we would not have sold 50% of our supply in five days as we have done. Customers would not have seen the delicious pavlova. Our placement of Good Food magazine in a high traffic area in a full face display frees the cover to work its magic.
Notebook used to be sold this way – covers showing stunning flower arrangements. We responded with better placement. Why Not? A great cover put on a full face display is good for our business too. This is why I like the current issue of Good Food. It is also why the latest issue of Donna Hay Kids magazine sold so well.
I can imagine the work which goes in to selecting magazine covers. My comments above are not meant to say that covers for other magazines are not good. Some pop more than others, especially in a visually noisy environment like a newsagency. The pavlova on the cover of Good Food leaps off the page and says eat me. This gets people picking up the magazine and once they do that you’re close to the sale.
Ditto – covers that pop get mag of the week treatment.
We find that having the ‘Twilight’ couple on a magazine cover reduces sales by about 25%.
When they give us a Magda Szubanski cover, we always sell out.
Miles