The creative team behind The Australian Women’s Weekly must spend considerable time developing the magazine cover. I wonder what they think of half the cover being covered by the mini cookbook stuck on the current issue. I think it detracts from the visual impact of main product – especially in a busy magazine department. Brand is everything.
The other factor is the damage done when it’s shoved back into the fixture by someone browsing the title. In one newsagency the damage is so regular that the freebies are removed.
While I understand these things are done to boost sales, I suggest that a free mini cookbook does not have the same value as years ago. Today, they are dime a dozen with magazines.