We have been chasing a broader range of tattoo magazines in one of my newsagencies – to get us beyond the one title. From what we sell elsewhere, growth is possible in this segment. So, now that we have ore stock, we are promoting the more popular titles with this in-location display.
By promoting three titles we are demonstrating diversity within the tattoo segment in our newsagency. This is important given that our nearest magazine competitors for this store are two supermarkets and a Borders store. Tattoo titles do not feature in any.
If we get the sales lift we expect, we will add tattoo titles to our regular roster of segments which we promote in this way.
Some newsagents question why I support displays like this for low margin product like magazines. I think all newsagents should do this if we see ourselves as magazine specialists. If we only do the average, wich supermarkets and others do, then we cannot be considered specialists. Range of itself does not demonstrate specialists status.
Of course, it all comes down to sales. I only make money out of magazines when they sell. Hence our testing of the opportunity for growth with tattoo magazines.
I think Tattoo Titles peaked last year.
We are currently carrying over 30 Tattoo titles in our store, and they are, for the most part, selling well. In fact, the Tattoo category is only second to the Motoring category in our store. It comes down to customer base and the local area. Since our local area competition does not carry the range that we do, we do very well in the Tattoo category with the customer base we have.
Exactly Wendy, I’d like to browse your range, it can be a growth magazine category.
It is a brave display Mark and not the traditional magazine display but peoples perceptions have changed particularly the under 40’s as it is becoming the norm for body art. Loved the Aust/NZ Inked for Ladies, very popular in my demographic.
Like Wendy, we have 20+ tattoo titles, sell really really well and I especially like seeing the hardback $15+ titles go out the door.