We have released our September newsletter and placed it at the front of the newsagency. We have tweaked layout and content based on feedback.
This issue reinforces the launch of Little Ears magazine, promotes our green credentials (we have been buying carbon offsets for more than six months now), our commitment to cartridge recycling and that we’re a lucky place to shop. It also promotes our Spring range of magazines. The newsletter genuinely connects with in-store features and promotions.
As it must be, content of the newsletter is personal to my newsagency – it’s important we reinforce the local nature of our businesses in such communications.
We have found that more shorter stories work – this is one of the changes this month. They reflect the breadth of our offering and speak to a broader community. What we don’t want is the newsletter to feel too commercial – like one big ad.
While suppliers, magazine distributors and publishers mainly, are selfish want aisle end promotions and measure us by our compliance in creating these, I’d suggest that initiatives such as this newsletter are as valuable and they take our offering beyond the four walls. Plus they promote the whole of the business and this makes for a healthier newsagency channel.