Puzzler’s two launches will give retailers the opportunity to target customers buying magazines as Christmas presents, according to the publisher’s promotions and innovations manager Shameem Begg.
The company launched fantasy-themed title Puzzler Fantasy Quest last week and will launch a title aimed at people living with dementia, Puzzles & Pastimes, next week.
“Puzzles are always popular at Christmas. They’re an ideal buy as they are entertaining and relaxing and make great last-minute stocking-fillers especially for those difficult-to-buy-for people,” said Ms Begg.
“We felt the time was right to expand our portfolio with some fresh concepts that will bring more even people to the category.”
She added Puzzler Fantasy Quest is designed to attract new, younger readers to the category, and could be picked up by parents and grandparents seeking presents for teenagers.
“The fantasy genre continues to grow and grow. You only have to look at the popularity of the Marvel films and Game of Thrones to see that what started with cult followings has turned into mass appeal,” she said.
“Placing it near tills could definitely catch the eye of people looking for presents, and while a teenager maybe wouldn’t sit down with a puzzle magazine normally, they might well sit down with Fantasy Quest.”
Asked how retailers should approach stocking the new titles, she said store owners should use their knowledge to give prominence to the genres they know are popular, while also ensuring new entrants to the sector are not overlooked.
“We get a lot of letters from readers saying they prefer to support their local newsagents by buying their magazines through them. It’s important to highlight magazines that offer something new to consumers – these have the potential to be future bestsellers and bring in a whole new demographic,” she said, adding Puzzler flagship title Puzzler Collection is the best-selling puzzle magazine for independent retailers.