Fairfax shows money is more important than a masthead in Sydney today with this Post-It type ad stuck on the front page of today’s Sydney Morning Herald. The frustration for retail newsagents is that this promotion pushes their customers away, it seeks to convert over-the-counter customers to home delivery customers. How many other channels would see a supplier use its partners to move customers away from them? Such is the lot of a newsagent.
Smart newsagents will remove the Post-It note ads and save their customers doing this at the counter or as they leave the shop.
absolute disgrace by Fairfax – we removed all the post- it – notes!!!
The post it note disease has just spread westward, with The Sunday Times in this weekend’s edition slapping one on the front for their PerthNow website. Thankfully at least it wasn’t placed over the masthead, but rather about 2/3rd’s down to the right covering the headline for an article about the supposed lethality of cycle paths.
I’m seriously wondering what they are trying to acheive with this ‘innovation’? It does it get noticed quickly, but most customers will just rip it off and ignore it like most other inserts.
It’s about money. The post it notes demonstrate how ad dollars are more important than reputation.