Years ago, displaying a magazine as shown in the photo was called a waterfall. Now, if it is the only title in a section like this, it is called beacon branding. This is where you use a single brand to draw attention to a magazine title, where the title itself signposts part of the magazine department.
Beacon branding is a best-practice approach to magazine displays in a newsagency where time is invested to arrest the decline in magazine sales.
The keys to successful beacon branding are to not overdo it with more than one per major section of the magazine department, choose the right titles to beacon brand and to change each title regularly – weekly.
The days of the old waterfall display are over with the cost of the retail space higher than ever and the total magazine floorspace allocation being cut. This means we have to make tougher decisions about space allocation. Beacon branding is more special and considered as a result. I think this helps raise effectiveness of the approach.
Once you work out how to do beacon branding in your business it becomes part of your weekly magazine management approach. Done well, it can differentiate your business from the supermarkets that are out to take magazine revenue from you.
It is easy to be frustrated with magazines, the low margin and supply challenges. My advice is to not focus on this. rather, focus on opportunities for growth. beacon branding is one such opportunity.