Those working in or visiting central London recently may have noticed the newly-redecorated Wardour News in Soho.
To help promote Creative Review, we funded the redecoration of the shop front and the addition of a new blind.
Before anyone accuses us of ‘ripping off’ our idea from Wallpaper* or Monocle, both of whom have also given central London newsagents similar treatments recently, this kind of thing has been standard practice for magazines for years: Wardour News was previously done out in the red and white of Cosmopolitan, for example.
What has changed, though, is the importance of such activities. As well as being hit by the rise of the internet, magazine newsstand sales, particularly small titles such as ours, have also felt the knock-on effect of changes in retail. Finding the title, even in central London, is now much harder as fewer shops see value in devoting large amounts of space to magazines. The closure of Borders, especially the Oxford Street branch, hit the smaller magazines in particular very hard. It’s a vicious circle – sales drop, so shops give them less space, so sales drop further.
Which all means that sticking our logo on the front of a newsagent in an area where a high proportion of our readers work and visit has practical as well as promotional value.