Further to my post yesterday about discounted magazines, here is how a different business in another airport looked yesterday morning when I walked apart. This is the message to passers-by.
The key message people in this busy airport see is magazine bundles at substantially discounted prices. Even though these are only Bauer titles, they are in prime position, placed I suspect for maximum impact. This business might as well not have other titles in these categories.
I think it is nonsense to suggest shoppers will recognise these offers as only at airports given the other retail outlets that have them from time to time.
Airports started doing them time to time, now they appear to be permanent.
Deeper in tis shop yesterday Lovatts also has their discount pitch:
While I love how the titles are displayed, I am frustrated they have joined the discount magazine party.
These publishers need to be certain of their long game and certain of the role they expect of retailers. So far, there has been no disclosure of this to retailers from what I understand.
As a newsagent I want the whole of the magazine department to be promoted with a fair supply model and a fair margin. Using us in a discounting turf war does not benefit us and leaves me wondering about space allocation in the newsagency.