WEEKLY READERS

Targeting shoppers with the right reading matter and product mix at the point of sale is common retail practice, but not in the highly-charged magazine category.When it comes to allocation and placement of magazine titles at retail, those that most fulfill shopper demand are too often not available.A case in point: A dominant Southwest supermarket chain has a store in a low income area where almost

Targeting shoppers with the right reading matter and product mix at the point of sale is common retail practice, but not in the highly-charged magazine category.

When it comes to allocation and placement of magazine titles at retail, those that most fulfill shopper demand are too often not available.

A case in point: A dominant Southwest supermarket chain has a store in a low income area where almost 30% of its customers live on government subsidies. On the mainline racks are

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