As the week unfolds we trim the waterfall of New Idea and Woman’s Day, but usually leaving the flat stack in place. Recently, we have taken to using the flat stack space to promote a book which will appeal to shoppers browsing the weekly magazines. This is working for us.
While we have always blended book offers in relevant magazine categories, we have not done this in our weekly space because of space constraints. By engaging in this tactical move Friday through Sunday we are attracting some book sales we might have otherwise missed.
I choose the titles carefully – hence the Heath Ledger book placed below New Idea.