We have been promoting the Miley Cyrus one-shot as well as Dolly with Miley on the cover at the counter for the past week in the lead up to her being in town. While not driving massive sales, we saw shoppers add one or both titles to their purchases on impulse at the counter as a result of this display – proving that newsagents can drive incremental magazine business.
One newsagent I spoke to earlier last week told me he returned the Miley Cyrus one shot because it would never sell. He never even tried it. His data showed success for the Hannah Montana calendar but he never connected the two. This ties back to my post a few days ago about early magazine returns.
Click on the image to see a larger version of the display.