The Role of Magazines at Retail
This Reader & Buyer survey profiles the role of magazines in a mixed retail business. The survey of shoppers and retailers conducted by BrandSpark International found that people of all ages enjoy browsing for and buying magazines on shopping trips. They are willing to pay for the convenience and experience of reading a physical copy, and they demonstrate a deep appreciation of local content. The study shows that actual consumer behaviour around magazine reading and buying makes a compelling business case for magazines at retail. Retail stores that have maintained magazine space and selection report that they have maintained sales. Shelf space allocation, especially at checkout locations, and reduced checkout waiting time are major, retailer-controlled influences on sales volumes. The study is Canadian but has a lot of relevance to the Australian context.