A couple of newsagents have complained to me about the latest Queensland Newspapers promotion to lapsed home delivery customers. They are frustrated that they have not been offered the promotion to offer themselves across the counter.
I understand their frustration. Too often publishers build promotions which focus on them and the subscriber, ignoring the newsagent who is key to the transaction.
That said, this is a good offer. I like that they are rewarding shoppers with something to spend in a newsagency – a $25 voucher.
But back to the core point, I do wish that newsagents could promote this themselves across the counter. The newsagents I have spoken with are certain they could drive terrific sales growth.
Slightly off topic, I’d also like to see publishers engage with newsagents in driving single copy retail sales. I think this is a massive missed opportunity.