New Idea Jumbo Puzzler is our top selling crossword title this year by far. The title sells itself through simple tactical placement – here next to New Idea in our women’s weeklies section as well as a full face display with our crossword titles. We don’t do any other major promotion. It is this location next to New Idea which works the best for us as it drives impulse purchases.
I am learnt over the years that impulse purchases are vitally important to driving crossword sales. Giving up a few pockets with weeklies works well for us, easily paying for the premium retail space.
I’d encourage other newsagents to make this move – place New Idea Jumbo Puzzler in a pocket of next to New Idea. Count how many you ut there. See if it works for you. Our obsessive pocket counting teaches us plenty about which locations work best when we collocate.
While our magazine competitors – supermarkets, convenience stores and petrol outlets – do just what they are asked for and paid to do – smart newsagents engage and drive sales as a result.