We can’t just put magazines out in their usual locations and expect to achieve growth. Average behaviour delivers average results. If we consider ourselves to be magazine specialists we need to act like magazine specialists. This means we need to be aware of what’s hot and to react to magazine covers with stories about hot topics and hot people.
Take the latest issue of OK! magazine, out last Friday. The cover features a story involving Joel Madden, one of the stars of the runaway hit TV show The Voice. This story alone could be enough to get someone who does not usually purchase OK! to purchase this issue. This is what we have to chase, sales from people who are not our regular customers for a title. This is where growth comes from.
We have this issue of OK! is a couple of high-traffic locations. We’re ahead on sales … we’ve achieve growth from the tactical placement.
If you’re not a TV watcher or all that up with popular culture how can you be aware of opportunities. You have to find a way – either by becoming more aware yourself or replying on employees and even customers to make you aware of opportunities.