Why is there a freebie frame on some copies of Wargames Illustrated this month? Editor Dan reveals all.
In order for magazines to be stocked at certain large retail stores those stores demand certain things from the magazine’s publisher.
WHSmith demand that the publisher pays a percentage of their profits back to them in the form of promo spending e.g. a ‘Managers Special’, ‘Magazine of the Week’, etc. If publishers don’t pay, WHSmith de-list/removes their titles. Wargames Illustrated pays thousands of pounds every year to WHSmith so we can be stocked in their stores.
Supermarkets demand that publishers include unique offers or freebies specifically for the copies of magazines sold in their stores. If the publisher does not supply at least one unique offer or freebie to these stores every year their titles will be de-listed/removed from the shelves.
Wargames Illustrated is now stocked in large Sainsbury’s and Tesco stores across the UK and those stores demand that (at least) once a year we include a unique offer or freebie with copies of Wargames Illustrated. Unique being the keyword here – the offer/freebie cannot be included on copies of the magazine sold elsewhere.
It costs us thousands of pounds to do this, it also angers some subscribers and other purchasers who do not receive the unique supermarket freebie.
Please be assured that unique supermarket gifts are not something that we do willingly, but because we have to do them, we try to make the best out of a bad situation and see it as a chance to attract new readers.
I remain committed to providing as many readers as possible with as many bagged freebies as possible, UK subscribers will receive at least six ‘bagged’ freebies this year, but please also be aware that sometimes supermarket copies will come with unique freebies which (as they demand) will not be available elsewhere.
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