In one of my newsagencies we are benefiting from the temporary closure of a competitor due to a complete refit. Even though we are some distance and on a different level from the other newsagency we have seen magazine sales increase by 65%. What is most interesting is the breakdown in growth by MPA category. The top categories in terms of share of total magazine sales are:
- Women’s Weeklies: 34.34% (30.70%)
- Women’s Interests: 10.89% (14.87%)
- Crosswords 10.26% (6.26%)
- Special Interest 7.21% (6.44%)
- Motoring 4.75% (6.75%)
- Partworks 4.14% (.76%)
The shift in what we are selling is most interesting. The crosswords growth is stellar. I still think this is one of the best magazine categories for newsagents given the low interest by our competitors in crossword titles. While the partworks growth is much bigger, it is off a very low base. The crossword growth of an additional 141 copies in three weeks is off a good base.
We are facilitating the growth in crosswords through a co-location strategy. They are located in their usual position as well as in a secondary display with a selection of weekly titles closer to the front of the newsagency.
Today’s economic climate is an opportunity for crossword sales in that they represent low cost entertainment while also helping to maintain brain health. Promoting these two points every so often can help boost sales.
I put the dip in motoring titles down to the surge in female shoppers. More of them have sought us out than male shoppers. Maybe male shoppers are lazy and give when they see their usual newsagency closed.
I get the numbers I am discussing here from the Monthly Sales Comparison Report which compares whatever period I select. By requesting a category breakdown I can compare magazine sales by MPA category across any two trading periods.
We are engaged in a campaign to retain the new customers who have sought us out during the closure of our competitor. This is built around the habit basis of magazine purchases.