IPC musicweekly NME is launching a sales initiative that gives independent retailers the chance to stage a gig in their shop.
"Indie for Indies" will see retailers receiving exclusive promotional material, including disc-shaped shelfwobblers, limited edition posters and gold counter display units. Those with the best sales and most impressive promotional displays will then appear in an NME top 40 chart.
With the popularity of indie music at an all-time high, Paul Cheal, NME's publishing director, sees this as an ideal time to start the promotion.
He said: "It's essential that young music fans can buy a copy of NME from their local shop every week. Indie music has never been so popular and we're delighted to support independent newsagents who want to capitalise on this."
James Thrower, IPC Ignite circulation manager, said: "We are committed to working with independent retailers to drive sales and revenues through innovative and exciting point of sale promotion.
Participation in the Indie for Indies sales club is a must for retailers who want to grow sales of NME and the music sector as a whole."