News Ltd was singing our praises prior to the launch of Alpha magazine and telling analysts how important we were.
“That positioning in newsagents is a massive advantage,” he says. “And the strength of the newspaper brands gives that instant imprimatur, gravitas and authority.”
Phil Barker, Managing Director of News Magazines was quoted in The Australian on April 28, 2005.
We need to understand the importance of our real-estate and run our businesses accordingly. While the opportunity to do this nationally has well and truly passed, we do have an opportunity through other communities – such as marketing groups which have levers of discipline.
What News has done with Alpha is a wake up call. Only time will tell if it did indeed wake us up.