While I complained about the packaging of the latest issue of Vogue yesterday, we did manage to create a waterfall display which actually looks quite compelling. The large bag just fits into a magazine pocket. Stacked in as column, as we have them, the display breaks up the women’s magazine aisle quite nicely – it is noticeable from the entrance to the aisle.
Most of our stock is in a dump bin on the dance floor as we feel that this issue will appeal to people who are infrequent purchasers of the title.
I paid the $12.95 for a Vogue sans bag yesterday. The agent,a commuter agency at a rail station, had to remove all the bags and was offering them to buyers from a spot under the counter. I declined – never a fan of the add-ons and prefer my mags without covermounts. In fact, I was excited to see an agency selling without the covermount. When I declined the bag, the agent said he was having trouble giving them away.
I was in Woolies (Safeway) last night and they had a different product all together. They had a black tote bag that had been neatly folded and was in a better quality plastic bag. The magazine although thicker was able to fit in a regular magazine fixture. Another case of something different for another channel. When are the publishers going to realise that newsagencies have provided thier bread and butter (no pun intended) for years and long term they will be a better option than the convenience stores that will carry just the titles they want and with quantities they themselves determine?