We are engaging with the brand extension strategies of ACP Magazines as evidenced by our placement of Your Body next to Good Health next to each other last week.
We have seen this work well with the Woman’s Day puzzle magazine and with Better Basics from Pacific Magazines’ Better Homes and Gardens.
Our job in retail is to place the extension with the associated product. Hopefully, the products do the rest.
The challenge with Your Body is that it is entering an already crowded space. We have a good range of magazines which serve this niche, titles such as Women’s Health, Wellbeing and the recently released Prevention. To add to an already full range means we need to crimp space from other titles.
While publishers will act in ways which suit their businesses, newsagents need to act in whay which suit theirs. We are the only stakeholders in the Australian magazine business with a whole of category interest.