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Magazines as FMCG

Journalists like to think their products are different, but as the supermarkets handle an increasing proportion of sales it is probably time to think again. National Magazines is putting some new thinking in by hiring a Burger King brand chief as its new marketing director.

Simon Foster, currently Burger King’s senior marketing man for north-west Europe, will be joining the magazine group which produces Cosmopolitan, Esquire and Good Housekeeping in a couple of months, Guardian media reports.

Foster started his career with a soap company and moved on to bread and cakes before getting to grips with burgers. It will be interesting to see what happens as the supermarkets continue to press for more and more weeklies to increase turnover per square foot.

But it is still hard to to take on the idea that magazines are simply FMCG (Fast Moving Consumer Goods).

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