Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

The masthead ad addiction

Mark Fletcher
November 24th, 2006 · No Comments

Another day, another post-it type ad on the masthead of The Age. What is odd is that not all copies of The Age in Melbourne yesterday had this ad. I wonder if they are targeting certain areas?

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Here’s today’s ad. Three this week. It will take more than 12 steps to break this addiction. I note that a work colleague bought The Age elsewhere and his copy did not have the post-it ad. More geographic targeting?

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I bought this copy at a 7-eleven. As I was leaving I realised there was a free magazine which was not inserted. I went back to the paper stand and hunted around. There it was upside down on the floor. I know that by 7am in newsagencies across Melbourne the Melbourne Magazine will be either well displayed next to the newspaper or already inserted. The 7-eleven counter person asked what the magazine was – thinking I was stealing something.

Publishers need to understand the value newsagents bring to the table through better compliance and service. Newsagents need to be loud and proud of their service levels rather than bowing to publishers all the time.

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Category: Newsagency challenges · Newspapers

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