This offer in The Daily Telegraph is stunning: 12 weeks of Saturday and Sunday newspapers home delivered for $40 plus you get a $20 gift voucher, access to all News digital sites, foxsports.com.au access and +Rewards benefits program access.
It’s hard to see what the hero product here and the loss leader being used to support the hero. While I am no marketing expert it looks at first glance like a confused offer. However, knowing News I am sure that each item is in the package for good reason. The gift card is the lure, foxsports.com.au is the bait, digital access to News sites is the hero and the weekend delivery is there because the company has to have this as it transitions.
Given the production and distributor cost, I’d say the twenty four copies of home delivered weekend newspapers for $20.00 are the loss leader as many dads would like the Fox Sports access as well as digital access from their phones and devices for everyday news.
I don’t begrudge News making this offer, it’s what they need to do for their business. The ad is something newsagents need to consider as they themselves plan for their future.