Magazines in specialty retail

In the US last week I saw Tiger Beat magazine in several Claire’s stores. Claire’s is a value-based fashion store targeting girls 8 through around 15.

This was the first time I had noticed a magazine in a Claire’s.  So, I suspect this is a publisher arrangement or promotion.

It makes sense when you think about it, pitching a special interest title in a retail chain that perfect fits with the demographic you are targeting.

I have seen this plenty in overseas retail in the last year – magazines in specialty retail situations where you would not in the past have seen magazines. While I am not aware of it being widespread in Australia I suspect we will see it as magazine publishers explore other go to market strategies through which they can reach their target reader.

Newsagents are effectively encouraging magazine publishers to consider alternative routes as we continue to dilute our commitment to the category. I note we are doing this with good cause – poor margin, a challenging supply model, increasing labour and retail space costs – all making the category less appealing than ever.

As we diversify our businesses I think we can be more specialised in our magazine offering. However, it is hard work to achieve this given the current model.

Good on Claire’s for pitching Tiger Beat. You can tell from then placement they consider it to be an ideal title with which to signpost the store. Each shop I visited had the stand in the same location – just inside the door.