TORONTO - At a meeting last week of the Periodical and Book Association of America (PBAA) in Toronto, attendees listened to a Canadian convenience store executive explain why magazine sections are shrinking at stores, Canadian Magazine Industry News reports.

Peter Chappell, senior category manager for Mac??s, said magazine sales represent just one percent of all sales at Canadian convenience stores, a sharp contrast to more profitable foodservice sections.

For the first quarter of 2011, magazine sales are down six percent compared to the same period in 2010, a downward trend that shows no sign of flattening, according to Chappell.

Among the reasons Chappel cited for the decline include the "labor intensive" nature of the category for store managers. While suppliers of potato chips, soft drinks and other products help stock shelves at Mac??s, "magazine wholesalers do not service convenience stores," he said.

Chappell said if wholesalers would provide more in-store service, it could represent expansion opportunities for them.

One thing is certain when addressing the rejuvenation of the category, Chappel said: "Doing nothing is not an option."