The campaign, from The Magazine Publishers of Australia (MPA), is the first of its kind and will see three national newsagent promotions launch over a period of three months to drive newsagency sales for the most popular categories: weeklies, home and food.
“This industry first campaign is an invaluable opportunity for newsagents to position themselves as the magazine outlet of choice for customers, and is part of our ongoing commitment to strengthening the competitiveness of this channel,” says MPA executive chairman, Mary Ann Azer.
“The promotion’s objective is to boost sales in the newsagency channel and show support for this important channel to magazines. It’s critical that we continue to support this important channel for magazines,” adds Azer.
This initiative comes after many publications have seen a decline in print sales across the industry, with Bauer’s flagship title, The Australian Women’s Weekly, seeing a decline of 5.89 per cent in 2015 and the closure of Cleo Magazine being announced this month.
While Pacific Magazines and NewsLifeMedia have undergone significant transformation to remain strong in the media landscape, the publisher’s saw growth in 2015 with titles including Pacific’s Prevention Magazine and NewLifeMedia’s Vogue Australia.
The campaign will see 17 of the country’s biggest magazine brands come together, including Woman’s Day, New Idea, Vogue Living, InsideOut, Australian Women’s Weekly, Australian Gourmet Traveller and Taste.com.au.
It is supported with merchandising material like display bins in high traffic areas as well as point of sale. Azer told AdNews any newsagent can opt in for the promotion and the feedback to date has been “overwhelming positive”.