Retailers at last are beginning to mine the infinite potential of cross-merchandising magazines throughout the store. While efforts are young, they already touch perishables, center-store and nonfoods areas. Measures are scant, but the trade is setting plans to document the effectiveness of outpost merchandising -- both in the sales of publications and relevant categories. Benefits have so far been observational, but there's powerful conjecture that the strategy makes sense for many parts ...

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