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How to Sell More Crossword Magazines
by Mark Fletcher
Crosswords puzzles are valuable products to promote in retail businesses which sell magazines. They are a habit based product, meaning that they are purchased over and over by fans. Getting someone into the crossword habit can be very good for business. If you want to sell more crossword titles, place a selection of titles from the category next to your women's weeklies magazine section. This space in a high traffic area to your target demographic will work, crossword sales will increase.
We know from UK newsagent and supermarket sales data that crosswords outperform sales elsewhere. This is considered to be because of their prime location next to women's weeklies. A recent magazine sales benchmark study in Australia indicates that crosswords should account for between 6% and 8% of total magazine sales.
Retailers aggressively pursuing magazine growth are achieving unit sales increases of 10% and more year on year. Witth each promotion, new customers are brought to crosswords and some of these new customer remain committed to the category. Here are some business management and marketing tips for how to manage crossword co-location to drive sales of the category:
Create the space by compressing slower moving categories further along in the display.Only use this found space for top brand titles.Put these top brand titles next to each other and the same with Puzzler titles - don't mix the brands.Place titles so they colour contrast - for example, don't put two titles with green covers next to each other. This is vitally important to separate the various titles.Know your demographic in selecting titles. For example, if you agree in an older area, be sure to include the and large print or special interest product.Use the first column of the magazine department - otherwise you may confuse browsers.Place the same number of each issue in each pocket - this quickly shows if there has been movement from this space.Remember to update the titles with new product. This needs to be done at least weekly.Rotate the titles weekly.Use the whole column and flat stack area for crosswords.
Magazine retailers have tremendous opportunities in the magazine department since most other retailers do not have or range or space that one sees in independent retailers. Crossword customers are loyal and regular shoppers. By maintaining a good selection of crosswords, a retailer is more likely to encourage these highly valued shoppers to return again and again.
About the Author
Mark Fletcher is a retailer, business advisor and author at newsagencyblog.com.au.
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