While I understand the need for publishers to promote different retail channels, I can’t recall News Life Media supporting newsagents with advertising like this for promotions nor can I recall them offering a seasonal gift like this across a range of titles.
It’s this type of promotion that diverts traffic from one retail channel to another. It also reinforces a consumer view re the value proposition of newsagents versus supermarkets. News is promoting Woolworths as a better value retailer for the titles.
News should realise that when it comes to seasonal related promotions there is no better retail channel than newsagents. We own seasons.
Smart newsagents presented with this promotional opportunity would have placed the titles with an Easter themed display. They would have done this without charging extra for the additional space and effort. They would have done it with other Easter product. Smart newsagents would have been more engaged than Woolworths. Yet we have been overlooked.
Shame on you News Life Media.