A CONSTANT BATTLE FOR SPACE IN SHOPS
In some parts of the world it's the strength of your magazine's cover story that has a large impact on bookshop sales. That's not always the case in Thailand.
Here, as you can see, there are basically too many titles competing for not enough space. There are more than 30 magazines in this image and you can see the covers of just two.
Magazines have no more than a few seconds to grab the attention of casual browsers. They can only do that if they can be seen, so most of these magazines will stand no chance of capturing attention and selling. That's not good for publishers and not good for the shops too.
Merchandisers - staff of publishing companies who visit shops to ensure prominent displays for their titles - are almost non existent here as well. When I see one of my magazines covered up, as happened here, I make a few small and subtle adjustments to make sure my title can be seen. Any publisher would do exactly the same.
7 comments:
Great image. How on earth can these magazines sell themselves when you cannot see what they're about? There are far too many magazines and not enough space in most places. I think the best shop for magazine displays is b2s at the top of central Chidlom. They don't display as many magazines but at least you can see the covers of most of them.
How the hell can publishers make money if no one can see their magazines. Great picture Bugle.
Great article Andrew on a subject that particularly 'gets' to me.
We have been working on our covers since, as a relatively new magazine, making an impact on potential new readers is extremely important. What chance have we got when images like the one you show are commonplace?
The other issue I have is how displays are categorised. I have seen our magazine displayed incorrectly because it is an English language mag produced in Thailand - so we go in with the 'society' and leisure mags, while we are separated from other business mags because they are 'global' titles.
Retailers are not maximising the sales they could take from magazines by promoting them properly, particularly annoying when you consider the cut the parent company is getting - shouldn't that make it more important to sell, or is it that they just don't care?
English titles do get grouped together as a 'niche', so your Director Thailand is often rubbing shoulders with the likes of Thailand Tatler and Big Chili.
Whether it's not caring or not understanding I am not certain, but for sure though, everyone can benefit from better merchandising and promotions instore. More sales equals more money for the shops, more money for the distributors and more money for publishers.
(And I have more than 20 similar images such as the one I published. It's commonplace, especially outside central Bangkok).
Very simple: most magazines sales in Thailand are repeat sales or are offshoots of an already successful magazine.
That's why established titles have a distinct advantage.
Would have thought this were obvious...
I get what you're saying .. but that doesn't explain the sheer number of new magazines that have been released even in the last six months.
And from my own experience, a good brand isn't enough to sell in the shops. You need to have an attention-grabber on the cover - but what people cannot see the cover you have little chance.
There's no official list of Thailand's top selling titles (I am working on something) but I would guess there are at least four that are home grown and do not have a big profile outside their target Thai readership.
ํThe magazine directory in Thailand is available www.magazinedee.com
Although we don't have official top selling titles, for PR we grade publication into 2 tiers according to readership (from our observation). That's a key how PR people pin publication for advertorial etc.
As a reader, I find it is difficult to get really good ones. I've blogged about on my ' Lazy journalist makes heaven for PR' with research support :)
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