WHSmith asks magazines for more

by Robin Parker, Media Week 24-May-06, 13:14

WHSmith is putting more pressure on magazines it stocks to perform on the news-stand, distributors claim.

The high street retailer is talking to distributors about how to turn around the performance of titles that it deems unprofitable.
It is understood to have asked publishers to spend the same annual amount on display space for each of their magazines as in the previous year.

In addition, publishers wishing to promote their magazines in plastic units attached to the racks will from this week have to sign up as year-long "beacon brands", with the title's masthead displayed above the shelf.

Only one title in each of around 80 sub-sectors can become a beacon brand and if several magazines bid, the choice is at WHSmith's discretion. The move applies only to WHSmith's 454 high street stores.
The retailer, which would not comment, has also trialled store-specific magazine ranging in 17 stores with a view to rolling this out across its high-street estate.