Finding ways to draw attention to magazines in the newsagency

We are always looking for fresh ways to draw attention to magazines in the newsagency, to have people stop and take notice instead of walking on by to their in-store destination.

While a common activity in a newsagency is to feature magazines at the counter or on the lease line facing outside the shop, another activity that we find works is the placement of other products that themselves draw the attention of shoppers.

The photo shows a placement of carefully selected plush items at the base of the crossword display. The plush items are on the floor, to attract attention of kids and those who buy for kids. While looking at the plush items enough shoppers are noticing the crossword range to make the tactical placement worthwhile.

I see this activity, the placement of products with magazines to draw attention to magazines, as a marketing activity for the newsagency.

This location is at the rear of the business, in an out of the way corner – so it was important for us to draw attention of people in the shop who are not there to intending to purchase crossword titles. The placement is about interrupting their attention, but to do so with some subtlety.

We have done this before, placed products from other departments with, next to or in front of magazines to draw attention to magazines. I think it is important, indeed more important today with magazines not generating the foot traffic they used to years ago. We have to work harder at drawing traffic, including from people in our shops.

While a large magazine department with an excellent range is important and makes a destination purchase statement, we need to cleverly engage with all shoppers in the store to have them notice magazines.

What works for you will be different to what works for me. The thinking around the plush item selection was the number of families shopping with us as well as the number of retirees, who purchase for grandkids and great grandkids.

The magazine categories where I see this type of attention-grabbing placement working are: crosswords (of course), craft, auto, food and fashion. Each of these is on my list because of good allied product available to draw attention of the appropriate shopper.