In 2004 the MPA (Magazine Publishers of Australia) published a recommended layout of magazines for newsagents. Considerable work was done by the MPA to develop this and the supporting collateral including a booklet and DVD. It was a terrific resource for newsagents wanting to follow a more consistent approach to magazine layout.
The MPA layout was not set in stone but rather pitched as a starting point from which newsagents could evolve as they gathered their own data on ideal adjacencies in their business.
While the recommended layout is still available (if you hunt for it), little or no work has been done since 2004. This is disappointing since data available now goes way beyond what was available in 2004.
We know far more today about what sells with what, what response to promotion at impulse purchase positions versus the more traditional power end display.
I can see tremendous value applying what we have learnt over the last five years to the MPA layout plan and coming up with a more useful document for today’s marketplace.
While a marketing group or two and some individual newsagents manage magazine layout, the broader channel misses out on a useful resource which could drive better sales outcomes.
If newsagents are to continue to be a valuable channel for magazine publishers, they, the publishers, ought to fund a refresh of the MPA work. I, and I am sure others, would be happy to work on such a project. I’d also be happy to share the considerable basket data I have which would provide helpful information on what magazines are bought with other products as well as other magazines.
The key, however, with a recommended magazine layout would be a commitment from magazine distributors to behave on supply.
With half of all magazines sold through the newsagency channel, publishers (large and small), distributors and newsagents need to work together to make our magazine offer more efficient and competitive.
I am concerned about the growth in magazine sales in the convenience channel. Their sales of top 100 titles will hurt the rest our magazine sales since we potentially face an overall fall in traffic. We can counter this with a more consistent and professional offer.