The Challenge
Selling a print magazine in a digital world is challenging at best—even for big names like People. Research indicates single copy magazine sales are highly impulsive, and that being able to see the cover makes all the difference.
The Smart Idea
Imagine a typical magazine aisle. You can see only about a third to a little more than half of the cover, and they all compete for the customer’s attention. The aisle often looks like a giant printed blur.
To separate People from the jumble of headlines and graphics, we created the People Cafè Display, where customers could view the whole cover through a clear, shatter-resistant plastic pocket. The unique, almost Prairie-style design allows the display to blend well with the dècor of nearly any retailer, including mass merchants, coffee shops and specialty bookstores.
Retailers can even further blend the display with their look by choosing colors for the header, side panels and base panels. Peg hooks that snap on the display give retailers additional gift card placement areas and another reason to place the display in a prominent position.
When retailers want to feature another People product, such as People Specials and People Espanol, it’s easy to retrofit the pockets in the field to accommodate another sized publication.
Perhaps the best part of the story is that the display was delivered on time and under budget.
