For this task, I visited WHSmith to view the way they display music magazine. In the past, when displaying magazines they would use a ruler to evenly space out magazines (the space between was about 12cm). However when I asked the store manager if this method was still in use, he explained this method is no longer in use and new methods have been brought in. These methods are known as 'Merchandising best sellers" & 'Beacon Brand'. Merchandising bestsellers is a method in which WHSmith position bestsellers in the front teir of the category. Beacon brand is a method they use in which a particular magazine could contact them regarding where the magazine will be positioned at pay extra to have a box like holder which sticks out in which magazines are place. Both method work well in catching the audiences attention and promoting sales.
When I took a look at the magazines, I noticed two magazine stood out in particular (Mojo & Rock). I went ahead and asked the store manager how well it was doing in sales and he confirmed that Mojo & Rock were their best seller which is why they were positioned right at the front; He also mentioned that some magazines pay extra to ensure that they are the face of every teir. If you look, the way Mojo & Rock are positioned, no other magazine is in front of it. There is a clear space left between Mojo & Rock and the other magazines displayed on it's left and right. What is more to add is, we can see the whole cover page of the magazine and we can clearly see the free CD they are giving away (sale promotion). We can also see that both magazines are covering other magazines which are just about shown in the display. One thing both magazines have in common is their main cover picture. There has been a use of dark images with bold and bright complimentary colours. Another thing is both are giving away a free CD as stated before promoting sales. People would see this and be more attracted towards the magazine and will be more likely to buy the magazine.
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