We have placed the AFL Footy record in the best location of impulse purchases, between the Herald Sun and The Age. If all goes to plan we will be sold out by mid week. We are also running St Kilda and Collingwood syndicates as well as stocking up on white, black and red crepe paper and balloons. We are all set for a good AFL Grand Final week.
We are promoting the latest issue of Weight Watchers magazine with an in-location display as well as a couple of pockets located with our weekly magazines. The pockets in with the weeklies achieve half of our sales for this title. This suggests to me that it is purchased on impulse. We shift it around based on space availability in with the weeklies.
We are promoting the latest issue of That’s Life with a full waterfall in its regular location as well as this high traffic placement with our main newspaper stand this week. The free copy of part one of their Real Food Fast part series publication makes it a good value purchase. We are trying to encourage putaways like we do with all partworks. sales from the frist day indicate good interest in the offer.
We are promoting Better Basics with an in-location display above the Australian Women’s Weekly in the busiest location of our magazine department. We also have it located in with our food tiles plus one pocket of the title in the column of food titles in with our other weeklies.
We plan a weekend counter promotion from Friday as well. Better Basics is very popular, especially after a push on the Better Homes & Gardens TV show – which I hope they do this week!
Better Basics is a perfect impulse item for newsagents since it is not as frequent as most magazines – we know that it responds well to our co-location strategy and from allocating prime counter space for the weekend.
It is good to see the latest issue of MasterChef magazine out. We are following what has worked well for us – placement in three locations. Besides placement in with food titles, we have a pocket with our weeklies and the display in the photo next to the ACP impulse stand at our main counter.
We have been locating the tall orange stand next to our newspaper stand and felt that a change for this month was warranted – more for the sake of change than anything else. Of course, if we notice any drop off in sales we will go back to the newspaper stand.
With ads on TV already for the Junior MasterChef TV show, the brand is not fading from interest consumer interest any time soon.
MasterChef magazine is number 11 in top selling magazines based on unit sales. Newsagents need to tap into its extraordinary growth by doing more than only placing it with food titles as I saw in a couple of locations with the last issue. This title is being bought by people who do not browse food titles.
Our simple placement of the latest issue of Biblical Archaeology on our newspaper stand last week saw us sell out in four days – a nice addition to any shopping basket.
Australian Property Investor magazine responded well to our weekend promotion. The tactical placement with newspapers did especially well, adding copies of the title to newspaper sales as he hoped it would. I understand that there will be more media support for this issue this week so it is not too late for newsagents to promote the title in high traffic lcoations.
No so long ago, tattoo magazines were tucked away in a corner in newsagencies, treated almost as an embarrassment in our range. Today, thanks to the love of ink by celebrities such as Angelina Jolie and Harry Kewell and their featuring on covers, tattoo magazines are more mainstream than ever.
We are recognising the broader appeal by giving tattoo titles more time outside their traditional location, chasing impulse purchases. Modern Ink with Angelina on the cover for example, has been given a run away from the tattoo titles – reflecting the more mainstream appeal of the magazine.
Newsagents have an opportunity with tattoo titles to grow sales when a star is on the cover. This is what we are pursuing with some success.
Given the success we had recently with the Is God really Dead? magazine cover, I decided to place the latest issue of Biblical Archaeology Review on our main newspaper stand. I figured the GOD’S REVENGE? cover story may appeal to the same customers. I’ll give it a couple days.
I love a good magazine cover which can help us drive impulse business for a title by placing it outside its usual location.
You can’t miss the latest issue of the Australian Women’s Weekly at our newsXpress Forest Hill store this week. Shoppers entering our business magazine aisle and those having purchased from elsewhere and heading to the counter can see the title in three locations: in the ACP basket builder stand, in a impulse display at the entrance to the aisle and in a double waterfall in-location display.
While our approach may not be the billboard type promotion publishers like to see, I expect it will be more effective than a billboard would have been. We are targeting browsing followed by purchase as well as impulse purchase at the counter.
We plan to maintain this level of coverage until Monday when we will adjust our approach to AWW.
We have promoted the latest issue of Health Smart magazine in with our weeklies as well as its usual location over the last few days. We opted for the tactical placement because of the free Biggest Loser branded calorie counter which is stuck to the cover of the magazine. This premium value drove good impulse business for the title for us over the last few days.
We are always looking at magazine covers for opportunities like this. Our magazine department is perfroming well as a result.
While I am on the record as not linking these magazine discount packages, we are giving the latest – NW and OK! – a run in a dump bin located next to our main newspaper stand. We took this approach for the last discount pack from ACP and it worked well for us. I do not want to place these discount packs in our regular fixturing as I do not want to educate regular customers to not pay full cover price.
Our promotion of Australian Geographic’s Outdoor magazine on our main newspaper stand is working for us as I figured it would … delivering impulse purchases! The free Jules Lund DVD included with the magazine helps broaden the appeal of this issue – hence the tactical placement with newspapers. We also have the title in its usual place with our outdoor magazines. I am expecting Outdoor to remain in the newspaper location for a week.
As a 70s fan I couldn’t help but put the latest issue of Collect it on display in our newspaper stand. While I am not a regular reader of the magazine, the 70s theme got me browsing the title. This is why I decided to give it a high traffic area placement rather than leave Collect it in its usual place where only those interested in collectibles would look for it. This is a perfect example of making a placement decision solely based on the cover. Hopefully I am right and impulse purchases flow.
One of our team members created this counter display for the Women’s Weekly Moroccan cookbook at the counter earlier this week. Our expectation is that we can drive some good impulse purchase business with this counter promotion – hence the prime space allocation. We currently plan to keep this display in place until next Monday. As I blogged a few weeks ago, Moroccan food is popular at the moment. I hope this translates into good cookbook sales.
I like the ACP cookbooks as they are great for use in basket building tactics – like this counter display.
Our counter display of the Women’s Weekly Slow Cooker cookbook ended up selling twelve copies in three days. This is on the back of extraordinary sales for the title over recent months. All were impulse purchases. $155.40 in sales. $38.85 margin. All from a simple counter location display. Basket building at its best!
We moved Star Trader Friday from its usual location with buying and selling titles to the front of the newspaper stand. It is no surprise that the move led to an extra five or six copies being sold. We don’t always have this space available but now that we know how Star Trader sells here we will put it into the mix to share the space – especially with us maing 100% of the cover oprice at the moment.
The 3D cover on Home Cinema Choice looks fantastic. This is why I placed it above the Herald Sun on our main newspaper stand. Many times more people will see this cover from this location – in the traditional magazine fixturing the 3D effect is lost.
All I want out of the tactical placement is a few impulse purchases of the magazine. It works especially well in a peripheral vision sense.
A Current Affair tonight on the nine network has a story on the slow cooking phenomenon. We are leveraging the promotion of the story with a display at the counter of the Women’s Weekly Slow Cooker Cookbook from ACP. Our plan is to leave this up until Monday. We have let our team members know about tonight’s story – for the opportunities they have of talking with customers.
While sales for Slow Cooker have been excellent since its launch months ago, I suspect there is still good money to be made off this title.
This simple placement of MasterChef magazine at the counter is driving excellent results in one of my stores. We have now sold out of the latest issue three times over and are chasing more stock. This is an example of a tactical placement working well and driving excellent business.
MasterChef is not the only title to benefit from this high profile location. We are ruthless though – giving a title one day to prove itself here.
We have this in-location display for Notebook plus a couple of pockets located above the weeklies. Like in my previous post this morning about Weight Watchers magazine, Notebook performs very well in both locations and for the same reasons. This latest issue of Notebook is bagged so I will be interested to see if that affects sales.
We are promoting the latest issue of Weight Watchers magazine with an in-location display as well as co-location in a couple of pockets above our weekly magazines. Nothing new here, we do it every month – because it works a treat in both locations. We get our regulars in the regular place and our impulse purchases in with the weeklies.
We are promoting Take 5 magazine in its usual place as well as next to our main newspaper stand as shown in the photo. While the dump bin display is not as professional looking as we would like, it was the best way we could display volume given the free pack of mentos gum bagged with the magazine. Our placement and easy access display will hopefully drive incremental business.
Our placement of Prevention magazine on the flat between Women’s Weekly and New Idea is working very well for us. I’d encourage newsagents to try this. While the title sells well from the health section, it is this high traffic tactical location placement which is driving excellent business for us.
If do you do try this, remember how many copies you place so that you can measure the success of the placement. Give it three or four days – if you are getting results keep doing it and if you are not try another title.
This is a perfect example of driving basket size. New Idea, Woman’s Day and other weeklies are the big traffic drivers, what you place on either side of them will drive the basket efficiency you achieve with them.
The latest issue of Australia’s Open Gardens came out yesterday. We enjoy good success with this title – but not in the garden section where you would expect it to be located. No, we place it at the counter as well as with newspapers – as shown in the photo. In my experience watching this title over the years, most copies are purchased on impulse. This makes it tremendously valuable to us. It justifies placing the title in premium value high-traffic locations.
Watching someone pick up a weekend newspaper, browsing Australia’s Open Gardens and then adding it to the purchase is an absolute treat – that’s an additional $4.25 in margin dollars for the sale!