Looks like Wal-Mart is attempting to reintroduce the concept of the plain brown wrapper for magazines it sells - only it's for such mainstream women's publications as Cosmo and Glamour, following a decision to remove several men's mags entirely. As the Associated Press reports,
FAYETTEVILLE, Ark. (AP) Wal-Mart Stores Inc. will begin obscuring the covers of some women's magazines stocked in checkout lanes, shortly after a decision to stop selling some men's
magazines over their racy content.
The company has begun testing "U-shaped blinders" that will cover the photos and language on the covers of Cosmopolitan, Glamour, Marie Claire and Redbook, spokesman Tom Williams said at the company's annual shareholders meeting Friday.
"That's to accommodate those customers who are uncomfortable with the language on some of the magazine covers," Williams said.
If that's the case, I can think of several other mags they could extend this concept to:
1) Sports Illustrated, Sporting News, ESPN Magazine, etc. - to accommodate those customers who are uncomfortable with the athletic feats they could never hope to accomplish shown on some of the magazine covers.
2) Martha Stewart Living - to accommodate those customers who are uncomfortable with the sight of an indicted person on some of the magazine covers.
3) Consumer Reports - to accommodate those Wal-Mart executives who are uncomfortable with the commentary about Wal-Mart on some of the the magazine cover.
4) Time/Newsweek/any news weekly - to accommodate those customers uncomfortable with war or the world in general as described on some of the magazine covers.
5) Crossword puzzle magazines - to accommodate those customers uncomfortable with always being stumped by 13 down on some of the magazine covers.
About all that wouldn't be covered by a binder or brown wrapper would be the weekly flyer, enticing customers to blow even more at Wal-Mart.
They'd never think of that option...