The free travel bag which comes with the latest issue of Vogue, on-sale today, is a challenge to display. It will not work in regular magazine fixturing so we are displaying it in a feature space. To me, Vogue is a destination purchase. I have no evidence to support this, it’s just a hunch. The large bag means that our regular Vogue customers may miss the title. The other challenge is that the magazine is in a plastic bag with the free travel bag. This will frustrate browsers who enjoy flicking through Vogue.
The upside is that the free bag may drive some impulse business – I guess this is what the publisher wants. In an ideal world, I could see Vogue being supplied bagged as it has been with a copy un-bagged, a free travel bag and a purpose created stang to display the gift, the magazine and to house the stock for customers who wish to purchase. I appreciate the cost of this approach would be prohibitive. The problem with what he have this morning is that every newsagent will handle this differently and this may reflect poorly on the brand.
RECIEVED 55 ON MONDAY, ONLY GOT 5 LEFT, GREAT PROMO
As the magazine costs $5 more than normal, the bag can’t be described as free, and it may be off-putting to regulars who don’t want the bag.
The only space I have where it can be displayed is with the papers. After a week, the pack will be broken with the bag put behind the counter so the magazine can be displayed in its regular spot. Fortunately, its a cover only return, but this won’t help late sales.
chris w
im with you on calling the bag free if the magazine is $5 more.
if that is not illegal then what is.
it’s kind of like the sewing/quilting etc mags that always come with a “free” back issue. i wonder how long ago it was sold without a back issue? after a certain period the retail price of the current issue has to include a back issue as precedent.
the only reason this gets up my goat is because regular buyers already have the back issues and dont want more, and also those dreadfull over size plastic bags they come in, make a neat magazine stand look like a plastic recycling pile.
thats my 2 cents
We popped our vogue mags right next to the newspapers at the front of the shop and the result is terrific. When its quality ‘freebies’ like this being given away you cant let the oppurtunity slip by.