We have been promoting New Idea and Woman’s Day next to each other given that the Royal Wedding coverage is more likely to drive customers buying both titles in the one sale. We have made sure to do this throughout the store, not only for New Idea and Woman’s Day together but also for other Royal Wedding titles – where we still have stock.
I am keen to grow total magazine sales and not just one title taking sales from another. Hence the importance of ensuring the titles are placed together. Newsagents don’t win from such churn.
Yesterday was frustrating with both magazine distributors, Gordon and Gotch and Network Services, saying they were out of stock of the Royal Wedding issues. The demand appears to have been a surprise to everyone. Thankfully, I was able to find some floor stock for those in need.
What has been interesting is the customer reaction when faced with the two magazines side by side. New Idea, with its glossy, gold edged full photo cover has clearly won – we have only two left after day one (and have been denied more). We have so far sold fewer Womans’Day, which is the opposite of our normal weekly sales, though may still sell out once NI have all gone.