BvFirst up I ought to observe that there may be no proper manner to do a mag relay.What I am publishing right here is my opinion. It’s worked for me in numerous of my newsagencies. It might not work for all.
Next I need to say that this isn’t an give up sport. The relay you do will now not be your final. A excellent magazine branch is like a discipline in a farm – It needs tending and every a yr it needs replanting. (Sorry to the farmers if my analogy is off.)
Finally I might well known that I obsess about magazines. (You must too.) Some would possibly say I am obsessive Kinderopvang voor kleuters compulsive. Magazines, or rather the range of magazines we’ve, constitute the single maximum essential factor of difference we’ve over another retailer in Australia. For the medium term – maybe three years out – we are able to leverage that for site visitors and income increase.
Okay, that stated, on to the relay…
PLANNING
Before doing whatever consider your customers and the way they shop. Watch them, where inside the mag department they head first, where they congregate and the way they interact with what you sell.
While you do this over a few days, print off a report looking at your magazine sales, ideally by using MPA category – evaluating that remaining three months with the same three months a year earlier.
Look at the share of income brought by using every category and look at sales trends for the categories. Tote up huge businesses. For example the proportion of sales for women’s weeklies, ladies’s hobbies, crafts & interests, crosswords, home & life-style and meals & wine. If your newsagency is like mike, this grouping will account for extra than 50% of your magazine sales.
If then you definitely add up motoring, guys’s life-style, sports activities & amusement, track & amusement (probably) and buying & selling and you’ve your guys’s titles – probable round 30% of sales.
Think approximately the facts you’ve got gathered and what you have discovered in the business. Talk about this with your staff. Discuss ideas for better placement of magazines.
WHAT TO CONSIDER IN A MAGAZINE RELAY
The intention of the relay needs to be an increase in income. It’s commercial enterprise in spite of everything. The easiest manner to power income is to offer customers what they need and to Kinderopvang voor kleuters make it easy for them to discover, interact with and buy what they need.
Forget the whole thing approximately your cutting-edge magazine layout. Yu actually need to start with a easy slate.
Think approximately what human beings are in all likelihood to purchase with other titles. This regularly leads to debate. Go into this understanding that what you suspect human beings buy with different titles is frequently not meditated for your sales statistics.
I want to create zones which reflect the genders and interests. I begin by developing a women’s shopping quarter, an or a region aisle they very own, wherein they’re relaxed. This is within the high-quality position inside the magazine branch, smooth to access, smooth to save.
Thinking approximately the mag department in phrases of zones makes coming near the relay less complicated I even have located.
I see the girls’s sector as having women’s weeklies, girls’s interests, home & life-style, crafts & pursuits (now not all pursuits but genuinely pass-stich, card making, knitting etc), gardening, crosswords, bridal, hair, pregnancy and ladies’s fitness and fitness. Now this relies upon on the distance you have got to be had.
The men’s zone has the men’s title classes cited above.
You also need a quarter for tech titles for laptop, device and gamer magazines. This have to be subsequent to a quarter for photography titles.
I have a tendency to choose to see the ACP cookbooks in a region in their very own where you could display off the variety and correctly help new titles which come out month-to-month.
I try to discover a separate vicinity for contemporary affairs, business and allied titles. This regularly is next to pursuits like railway or air titles.
There is certain to be internal debate for you or external debate with others approximately what you placed into your zones. Don’t fear an excessive amount of considering this is not an cease sport and it might now not take long to make modifications as you move.
NOW, THE MAGAZINE RELAY
My desire is to do that by myself because it lets in me to make adjustments as I go based on what I see.
Take every magazine off the shelves. That’s proper. If you’re going to do that you have to dedicate and taking every mag off the shelves is a dedication. Also, take down all magazine posters.
Clean the shelves. What an possibility.
Now begin constructing the women’s region. From the busiest phase in. If it’s miles an aisle, start with women’s weeklies on one side and style (marie claire, Cleo, Cosmo, Vogue) on the opposite. But concentrate on one aspect first, the weeklies. Respect your top sellers, supply New Idea, Women’s Day, Famous, NW, Who, OK!, That’s Life and Take 5 high position. Keep a pocket for TV Week. Use among three and five pockets for some Lovatts crossword titles.
Next to the weeklies I’d then region, so as, a waterfall of Australian Women’s Weekly, British girls’s magazines (sure, all of them), u . S . Living titles, Better Homes and Gardens in a waterfall, home and dwelling titles, meals, wedding with a waterfall of the predominant identify presently in and hair. For me that sees out one facet of the aisle. This is wherein you need to assume it through in phrases of the gap you have got.
On the alternative facet, immediately across from and going through ladies’s weeklies, I have style younger, fashion older and I end this with a waterfall of Frankie. Next is girls’s fitness starting with younger goal titles and blending to older ones. Next is pregnancy and baby followed with the aid of crosswords. This commonly rounds out that side.
This is my women’s aisle.
You can see that I am using key titles as borders and capabilities at the equal time.
I look for one space on each side for an in-place show, wherein I take between four and 6 wallet for a poster supporting a identify. This can assist ease the visible battle of a mass of titles and drive incremental business for a terrific identify besides.
I wish that human beings recognize my method. What I do in ladies’s is the identical for the opposite zones I create. I do each area one after the other and try to get into the pinnacle space of the shopper of the region – the usage of the maximum popular titles to act as beacons, or signposts, for the zone.
I additionally pay attention to covers and give surely excellent covers, eye catching covers, time inside the spotlight.
I am cautious what I region next to top selling titles. This is a high spot, next to the popular titles. Choose wisely. Choose titles that evidently in shape next to the big titles, titles buyers are likely to browse and buy on impulse.
If I am no longer certain approximately where to place a title I put it aside and move on.
I take extra time with unique hobby and hobby titles. For instance, I put railways and version railroad titles near every other but I am careful to ensure that they’re separated as they enchantment to two consumers and handiest once in a while do you spot titles from both segments within the equal basket.
Within the zones I search for and appreciate specialisation. For instance, inside men’s way of life and sports I create a clean area for the pleasant critical fitness titles like Coach, Men’s Health and Men’s Fitness. I am certain to separate these from Maxim and a few different the other similar titles which may be in this phase.
While I should pass on and list all titles adjacencies I run with, I wish that the reason above is enough to set you off on what’s proper on your business.
By the give up of a relay you’ll be exhausted however in a terrific way. You will have some thing new and clean for your customers to discover, some thing you created for yourself and your business. Something of which you can be proud. What you have got might be your IP, your magazine expert know-how encoded in your mag branch. Your point of difference will be on display… How accurate isContact: Uitgever Lifestyle Magazine
Company name: Het Gezinsleven
Address: Ambachtweg 22
Zip code: 5731 AG
City: Mierlo
Country: The Netherlands
Phone: +31(0)
Email: [email protected]
that?!