I talked with a couple yesterday who purchased four magazines as Christmas gifts for nieces – specifically choosing magazines with free gifts. Dolly, Girlfriend, marie claire and InStyle featured. They said they’d be back tomorrow when it’s their shopping day for nephews.
As we have done in the past, we are investing time and space to make the most of the opportunity of magazines as Christmas gifts. It’s paying off.
Good work. I’m amazed at how many newsagents don’t push this. Last year I was scratching my head about what to buy my brother-in-law. I headed to Bunnings and bought a tool but as I went to the check-out I also picked up a copy of their Handyman magazine. He loved the magazine more than the tool (might have been my choice of tool) but easy reading over the Christmas break is something most people will be grateful for. From the purchaser perspective they’re also a reasonably priced gift.
We also are selling lots of mags for xmas gifts. Keeping them displayed well and suggesting titles to customers is certainly increasing sales.
Thanks Chris. They are an excellent gift. We are well positioned to make the most of the opportunity.
We received 50% of our AWW yesterday.
I pulled 64 off the shelf from the previous
month.
This happens every single year and still they bring out a copy a couple of days before Xmas.
Here in SA we have a mag called SA Life.
I sell more of that than I do of AWW but when the December issue comes out we receive approximately 60% more copies and it goes for two months. This happens regularly year on year and I sell through all the copies with this approach.
It seems to be a dreadful waste of paper, time, money etc.
Don’t the companies know that women are
busy in December (Weeklies go into decline as well)?
It would make sense to me for the company to use this approach and maybe
sell the copies that are taken off the shelves in large numbers instead of putting a new one up when the other one
hasn’t had a chance yet.
Women will look at their regular mags again after Xmas when they settle down
but this wastage is so demoralizing and so
unnecessary.