We sell more AFL footy cards on the weekend than any other time so we have moved our impulse stand for Men’s Health and placed it in front of part of our AFL collector cards display. Plenty of sales are to kids shopping with their dad. I am keen to see if this location for Men’s Health works better for us than with newspapers. The ideal would be to see a dad notice the magazine when buying footy cards for his kids, pick up the magazine and decide to purchase it as well. That’s the dream at least.
I am often asked about small moves like this and why I make them. If I want to be considered a magazine specialist then I have to act like one. That means working hard to seize every opportunity, large or small, to lure them in but also to get out from the magazine aisles and get to the people who aren’t shopping for magazines.