Foreign language newspapers are good for newsagents. Their customers are loyal and their unit sales are holding up better than their English language counterparts in most places in Australia. They are space efficient and often have a less demanding shelf life than the traditional daily.
Foreign language newspaper customers are usually happier in my experience. That’s my perception at least. I put it down to them being happy that they are about to get their fix of news and stories in their native tongue and that makes them feel good.
While some customers buy only the newspaper, plenty buy other products at different time. The key is they are regular customers and we can bank on them. They are not getting their newspaper one day from us and the next from a petrol outlet and the next from a supermarket. Newsagents own foreign language newspaper customers and they love us for it!
I love seeing a terrific range of foreign language titles in a newsagency. One I saw earlier this week had fifteen titles. It warms my heart because it is a selection of product so unique to us. We offer a service customers love, something our competitors don’t touch.
In fact, I wish it was easier to get even more foreign language newspapers.
Foreign language newspapers are a reminder to newsagents of what we stand for and that there are opportunities for commercially valuable specialisation for us.