Magazines and coffee
The photo is of Time magazine featured on the counter at a coffee concession at Singapore airport. I took the photo because I was taken with how strong the pitch was for Time. While the collateral was created for a specific issue, it could be developed to work across several issues of a title. We could also create something generic – magazine of the week or the like.
My point is that the stand caught my attention – and we have nothing like it on newsagency counters. However, with the visual noise in our shops maybe it would not work as well as it does at a coffee concession. I do want to find a way to make something lik this work.
The other aspect of this display which caught my attention was how easy it is for the coffee business to offer a magazine – a category in which they do not usually play. While I am sure they got the magazines for next to nothing – even though coffee is high margin and they could fund at least part of the deal.
Thinking along these lines, of add on deals to high margin sales of items which are not core, I wondered what newsagents could offer. Then I recalled that we don’t have any high margin products which we control like coffee. I wish we did. I wish we have coffee or bread or something else which we made in-store off of which we could leverage other deals.
I know this is one of my more rambling posts. These matters are on my mind because every retail business I see I look at from the view of what can I apply to the newsagency model for a healthier future. The coffee concession in Singapore took me down that road.