While I like Yours Retro, it is a pity there was not better advance communication well in advance so we could factor this new title into a broader retro display is we wished.
Whereas in the past a magazine launch would work in isolation, today it needs support from outside the category and engaged retailers can do that thanks to access to a broader range of products.
To support Yours Retro we have access to a wonderful range of retro products, including products for the era featured on the cover. However, leveraging such an opportunity takes time. Also, it has to be part of the marketing calendar. Not engaging us in advance loses the opportunity.
All magazine publishers need to understand where they fit in our world today. Whereas in the past the magazine was the destination purchase most of the time, that is no longer the case. Retailers get that. Plenty of us look for opportunities to support magazines in broader marketing initiatives in our businesses.
I get that publishers want to keep launched under wraps until the last minute. However, doing this denies and engaged retailer the opportunity to engage beyond doing only basic stuff.
Magazines are different for n newsagents and supermarkets. Where supermarkets see the magazine as a basket extension, newsagents have the potential to be more engaged. Achieving that requires publishers to be more engaged, beyond posters and a display competition as those things are so yesterday.