While the latest magazine circulation audit results show some challenged magazine titles, the results also highlight opportunities … for newsagents who embrace the magazine specialist opportunity.
Newsagents who perform average will get the average result and have themselves to blame.
Newsagents who go the extra mile and embrace opportunities like the magazine relay which I have written about here will see better than average results. There is no doubt.
I have checked the latest audit results with what I am achieving and overall I am doing much better than the average. This is what we must do – I have no doubt about that.
Sure I want better margin, no returns and greater certainty around supply. I want world peace too. I am making more money focusing on the bit of the magazine supply chain which I can control rather than ignoring this because of the mess that is the rest of the magazine supply chain. There is no doubt that the actions of the magazine distributors play a role in the performance of some titles. Fix distribution and you should see an increase in sales … of some titles at least.
But I digress. Newsagents can do more to drive magazine sales. Beyond the magazine relay, look at the titles which have achieved growth and take a look at how you are treating these titles. What can you do better?
Newsagents who offer a an appealing, changing and professionally managed magazine department will enjoy sales growth which will be vital to their success in the medium (three to five years). The latest audit figures can help us drive this.
Mark i have to say i love the way your magazines are displayed ,they look so much better than the old way of doing it
Thanks Shaun. This filtering is cheaper than the traditional magazine filtering newsagents are guided to by some shop fitters.