The latest issue of Country Home Ideas comes with a terrific bookmark as a gift. It’s a good gift, well selected for the typical purchaser of this title.
The problem is that most shoppers will not see the bookmark as it sits at the bottom of the bag and will be covered by magazines in front and traditional magazine fixturing.
While the promotion at the top of the bag is good, will it get people looking? The bookmark is better quality than I expected. hence my concern about people actually looking at it.
We are addressing the challenge by placing the title at the front of our counter section – making the bookmark easily seen.
I am not sure what the publisher could have done this time around for putting the bookmark higher where it could be more easily seen would have meant covering the masthead. So … I don’t have an answer. I guess my goal here is to point the issue out to newsagents, to encourage them to promote the title so the gift can be seen.