We received two posters with which to promote the latest issue of The Australian Women’s Weekly which went on sale yesterday. Seriously. The top selling magazine in Australia and we get two posters. This is not good enough ACP. The best time for promoting this magazine is the first week of the on-sale. From then on it is down hill, rapidly – check your decay data.
This has been the trend with AWW recently, minimal collateral the week of release. I can’t work out why. The first week is when they should have every retailer pushing the new issue hard.
If this issue is like others, the major collateral pack will come next week. That is too late for me to generate sufficient a return to justify premium space unless there is some very special offer of gift like the DVD on the last issue.
I know we could create a better display by creating our own collateral – and we will – I wanted to show what a display looks like with the material provided by the publisher. Weak. It would not generate the sales they say they want.
Nuts.
I received 1 poster and less magazines than my average sales . We are coming into our busy part of the year with the tourist passing through so it is not the best time of year to be cutting us back on stock that has proven sales ,cut us back on the crap that does not sell instead of increasing it .
You recived 2 posters…. we got one.
i would like to see the same amount of collateral for AWW once a month that we get for Take five once a week.
Our sales continue to decline for this title and part of it is due to the lack of premium space we now give it. I refuse to allocate top space to an ‘old’ magazine.
sarah, if it sells and makes you money, why do you care if it is old or new?
if you put frankie in the premium space and it sells you 2 extra copies, is that better than putting AWW the good space and it returns you a increase of 10 extra copies?
i push AWW when it comes out because it is a title that is bought in supermarkets and petrol alot. i want my shop to be the place where people see the new issue for the first time.