In many newsagencies I visit I find women’s fitness magazines placed near fashion and pregnancy titles, away from men’s fitness titles. While I understand the rationale of this placement, I think there is value in women’s and men’s fitness titles being placed together as the same shopper could purchase from either or both segments in a visit.
The photo shows the placement we are trialling in the newsagency at the moment. We will run with this and then flip with women’s titles above men for a couple of weeks … and then measure the results.
I think constant change like this is important in the magazine department to keep the offer fresh and to try and get titles in front of shoppers they might otherwise miss in the shopping visit.