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An easy way to increase single copy sales of newspapers

We have been running an in store loyalty program for magazines for eleven months now. Year on year sales are up close to 30%. That is way way above the industry average. Customer reaction from that campaign suggests to us that it would work with newspapers. The trouble is we can’t get a publisher interested in trialing a campaign with us.

We have a couple of strategies:

  • Customer pre pays for x copies with a discount built in for their up front commitment. To redeem a copy we scan a customer card or they give us a code and we enter that in our computer system. It would take no more time than transacting with cash.
  • Customer received a coupon with each newspaper purchase and x coupons will redeem a free newspaper. Coupons have an expiry date on them.
  • It makes sense to me that you should reward loyalty to a product with lower cost access to that product. Hence these two ideas. There are more but I’ll save them for a publisher who wants to talk about the idea.

    My message here is that we want to grow newspaper sales beyond the 10% we have already achieved year on year. We want 20% growth. It’s there if we can negotiate the right consumer offering which will attract sales which otherwise no one gets.

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