News Corp. has announced a 30 day campaign at Ritchies supermarkets offering a free newspapers to customers who reach a minimum spend.
News ran a similar promotion recently that resulted in one supermarket I heard of giving the Herald Sun away to any who wanted – without requiring a minimum spend. I can’t see how such customers could consider the paper of any value. I also feel for the nearby newsagent who struggled to sell newspapers when the nearby supermarket was giving the main paper away for free.
Here is the News Corp. letter announcing the latest promotion.
HWT in partnership with Ritchies is running a promotion in all Ritchies IGA and SupaIGA outlets commencing on the 13th of August until the 9th of September.
As the delivery newsagent, you will receive your normal commission for each copy sold in your territory. This commission will be calculated and applied to your account as normal during this period.
HWT will increase orders for Ritchies outlets. Please delivery quantities as per the label provided.
Returns should be collected as normal and entered on the iServices website.
If you have any queries regarding this promotion or feedback during the promotion, please contact your Area Customer Manager.
Thank you for support.
Retail Customer Development Team
Some in News will complain that I am writing about. Not to me, no they would not engage. Their complaints are internal and to some newsagents.
I think newsagents have very right to question this latest supermarket promotion. It is another example of FMCG people influencing News Corp marketing activity to what newsagents would say is detriment of the newsagency channel.
Wake up newsagents – take note this promotion, that a product you value and sell could be given away at your major retail competitor for nothing. How does that serve your needs? How does it play into your future?
With more and more FMCG experienced people working for key suppliers to our channel newsagents have every reason to be nervously watching.