Author: Mark Fletcher

Check out the size of this special edition of Harpers Bazaar. It takes double the usual space and looks out of place in our traditional magazine fixturing. The price is also a concern: $39.95. Some newsagents will not put the title out because of fear of theft.

I don’t mind carrying titles such as this but I’d like a means to do it professionally and to be rewarded for the additional space and risk.

I’d expect the latest issue of Empire magazine to sell out quickly given the Heath Ledger cover showing him in full costume from the new Batman movie.  Inside there is an interview done on the set.  One only has to look at the activity on eBay to understand the interest from collectors in Ledger.  I’m sure Empire will sell out.

We have been opportunistic and placed Empire in our high traffic women’s weekly section as well as with film titles.   We’ve done this because some Ledger fans will not browse the film section.  I figured we’re better off putting it where they shop and selling out early.

An ad on Melbourne radio station Gold 104 last night was promoting the Australian Women’s Health Diary.  This is a title which newsagents were asked to return today.  Even more odd is that a call to Network Services, the distributor, reveals that stock is not available for two weeks.   Odd that.

As I predicted a couple of days ago, the cut in supply of Take 5 in the same week they are doing a major marketing push has backfired. We’re just about out of Take 5 and therefore not able to perform to our potential. A frustrating outcome forced on us by shortsightedness by the publisher.

This matters because newsagents are only short supplied on popular titles which are sold elsewhere. It’s the unpopular titles where we’re over supplied.

Starvation can be terminal folks.

Whoever is responsible for the packaging of the latest issue of Hair Now must not know much about how customers buy their magazines. It’s all about browsing folks. To browse, customers need to be able to open the package. Sealing the magazine in a plastic bag is nuts. To see this in a sea of magazines makes it stand out and look like an adult title.

While I was wondering what do do, a customer picked up a copy off the shelf, looked at the plastic and dropped it. I asked her about the magazine and she explained that she’s not going to buy it unless she can see the magazine. I am surprised that the people at Hair Now don’t get that.

Take 5 is one of two magazines ACP Magazines wants us to promote this week as part of their Connections program.  They have sent an excellent in merchandising kit.  The magazine itself comes with a free make-up compact – a compelling offer.

While I expect the ACP marketing team are hoping for an increase in sales.  I suspect that their allocations team don’t hold the same hopes – they cut our supplies by 10%.  It seems a sell through hovering at 80% is enough of a reason to cut supply and cause this promotion to probably not reach its full potential in our newsagency.

Magazine publishers amaze me sometimes.