Micro and macro aspects of magazine single-copy sales were explored in an afternoon of seminars held Monday in conjunction with the Canadian Newsstand Awards.

The effects of globalization on newsstand publications and the benefits of point-of-purchase displays were the topics discussed respectively by Martin McEwen, VP of sales and marketing at LMPI and Earl Sazant, merchandising consultant at Promag Display.


McEwen detailed the challenges and opportunities presented by globalization, noting that immigration can mean new customers with unattached Canadian brand loyalties and different spending habits.

"China has strong newsstand markets but consumers there are used to paying much less [for magazines]," he said.

Looking outward, McEwen spoke of exporting magazine brands to new markets, which he said can help shield publications from economic downturn. "If the U.S. is down, generally other markets are up, and that's how Condé Nast is protected," he said.

McEwen recommended publishers take a look at possibly exporting their magazines, but to do so with careful planning and an open mind. "Check your ego. Assume no one has ever heard of your magazine," he said.

"Canadians have and will continue to have an impact on the magazine industry beyond North America if we build interesting, seductive brands," he said.


In his own talk, Sazant stressed the importance of "the last three feet" at the point of purchase where consumers make impulse decisions and savvy companies are taking advantage of sales opportunities.

Sazant used examples of point-of-purchase displays used by other industries and explained what needs to be considered before publishers utilize them, including types of displays, construction strength, cost and appearance.

"TV, radio, newspaper and Internet are very important," Sazant said. "But in a crowded retail environment it is still the final three feet that is vital and may make the difference between success and failure," he said.