We are promoting the latest issue of Diabetic Living with this aisle end display as well as with placement in the health, food and women’s weeklies section. We aisle end display will get five, maybe seven, days. The co-location of Diabetic Living will run for a month as we know that the title performs well with the weeklies as well as in health and food – what many newsagents consider to bee the more natural locations for the title. We will probably give the title a run with daily newspapers for a few days during the on-sale, we can usually pick up some good impulse business there.
Managing magazines is all about constant moving of titles and chasing impulse business. These are all business decisions which should be made by someone senior within the business. Treat magazines at a lower level in your newsagency staffing structure and the results will most likely show the impact of that – unless you have someone smart committed to magazines who is probably not getting paid enough.