Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

Confronting the Thursday shift in high street newsagencies

Mark Fletcher
May 21st, 2014 · 5 Comments

It is almost a year since magazine distribution changed from Monday, Wednesday and Friday to Monday and Thursday. Newsagency sales data I have seen indicates that high street newsagents have been confronted with the most significant impact. In one case Thursday sales are down 33% and the change can be tracked to the change in magazine distribution.

If your newsagency is in a high street situation I urge you to look at your Thursday data, compare the last four weeks to the same four weeks ago. If you see a considerable decline ask yourself what you are doing to fix the decline in traffic. Action is essential to rebuilding the lost traffic.

If I was in a high street newsagency situation I’d be focused on making my newsagency¬†the destination for everyday magazine traffic. I’d work hard to lock in the habit based visit – so much so that shoppers go out of their way to get their magazines from me and not the supermarket with their weekly shop – as the change in distribution facilitates.

Check your data. Understand the impact of the changes on your business. The knowledge in your data can guide your business decisions.

4 likes

Category: magazine distribution · magazines

5 responses so far ↓

  • 1 shauns // May 21, 2014 at 7:23 AM

    why are they down when that’s the day you have more on offer to sell ?

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  • 2 Mark Fletcher // May 21, 2014 at 7:33 AM

    Shaun in each situation I have seen they have strong supermarkets nearby.

    1 likes

  • 3 shauns // May 21, 2014 at 10:29 AM

    Just did a report for last month and compared to last year same time and last year was better ,lotto was the big one that stood out which I figure there must have been a pretty big jack pot floating around .It is hard to compare the 2 when you cannot remember the lotto activity from last year .
    Are you comparing the overall 4 weeks or just magazines ?

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  • 4 Clive // May 21, 2014 at 12:57 PM

    For the week ending 5/5/2013 Oz was $30M and Powerball was $60M. So there would have been some extra sales for the weeks before that for the Jackpots before. There was a Superdraw for the week ending 12/5/2013 also if that helps in comparison.

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  • 5 Mark Fletcher // May 21, 2014 at 5:37 PM

    That’s a good point Clive. The other option is to look at 8 Thursdays from 2013 and compare to the same Thursdays in 2014.

    My goal is saying this is for newsagents to be informed if there is a change they need to respond to.

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