The wipe off 5 campaign run with the Herald Sun yesterday which saw a 5 cent discount on the cover price of each copy highlighted the importance of a direct relationship with all retail only newsagents and the publisher.
While some distribution newsagents had communicated about the campaign, others had not – forcing a disconnect for the campaign. In one of my stores the team working only discovered the campaign when seeing the front page of the newspaper. Calling the distribution newsagent did not immediately help as staff did not know about it.
The sooner newspaper publishers communicate regularly and directly with retail newsagents about retail campaigns the better.
As for the campaign itself, good on the Transport Accident Commission for taking this approach. Besides promoting their message it reinforces the newspaper medium as relevant for reaching people.