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A massive jump in single sale copies of Better Homes and Gardens through Dollar Tree Stores will not be repeated.
Publisher Meredith came upon a plan to boost sales of its titles including Ladies Home Journal: Sell copies for a buck at the steep discount stores. The strategy, a massive success (BHG saw a 71.5 percent jump), has been scrapped after apparently drawing the spite of behemoth mag seller Wal-Mart, which threatened to cut the Meredith titles from its stores.
Apparently there are different kinds of cheap. Wal-Mart’s image is fine for the Meredith brands but Dollar Tree stores are declasse. As reported in Folio magazine, the strategy of selling at an uber discount may undermine the image of such high culture icons as Family Circle.
Wal-Mart put the Meredith titles on a list of magazines to be cut. However, since Meredith reconsidered selling at Dollar Tree Stores the mags have been re-blessed by Wal-Mart.
A Meredith rep told Folio, “We had always planned to phase these programs out,” but would not speak about details of the Dollar Tree Store distribution deal.
Wal-Mart and BHG have a deal that will unveil a range of home products based on the Better Homes & Gardens brand this fall. The deal may have seemed a tad off kilter had mag BHG been banned from store shelves.
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