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Best-Sellers Section Shows Dominance of DVD

27 Sep, 2004 By: Stephanie Prange

In a recent visit to Target, I noticed that VHS's marginalization stretched even to signage. While signs denoting VHS sections all included the term “VHS” (except one kids-title area), the “Best Sellers” section, which was filled entirely with DVDs, wasn't called “DVD Best Sellers.” The all-important endcap of “New Releases” displayed a similar strategy.

Like that giant hook pulling a falling star off the stage, retail signs have relegated the VHS cassette to a niche. A few weeks ago, I marveled at Target carrying that much VHS at all, but the signs point to its imminent demise.

Could this fourth quarter be the final curtain for VHS? I say watch the signs.

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