For an interesting conversation about the future of newspapers, read Sad Newspapers, a blog post by Jeff Jarvis and the comments which followed. It’s about two newspapers in Detroit and how thin they have become.
We are insulated here in Australia from the trouble newspapers in the US and some European countries are experiencing because of our strong home delivery penetration and the control exerted by newspaper publishers over the supply chain.
I am surprised at the cover of this National Australian Fishing Annual. Maybe the have used a sexy, even suggestive (look at the fish), shot before. Compared to other fishing titles, this one would look more at home elsewhere in the category. There are more photos like this in the magazine. Maybe they are chasing a new demographic to fishing. I don’t mind as I’m only the retailer. However, there is a valid questions as to where to place the title – if they are chasing a different demographic. Guys looking for bikini clad girls playing with fish will not be looking in the fishing section.
For days ago we placed a column of Lovatts crossword and puzzle titles next to Australian Women’s Weekly. While we have done this before with success, this time the results have been excellent – especially with the Christmas themed title. We are tracking a 25% sales increase for the crossword product off an already strong base. The bump from Wednesday to today is obvious on the sales graph.
We have two promotional columns like this near AWW and the weeklies.
We will leave this display in place for a week before replacing it with another – probably Christmas themed crafts.
One of our youngest team members at Forest Hill, Mel, came up with a great use for the old stand we had for numbered birthday badges. She dressed it with these Christmas badges which light up and, now, our old stand which was gathering dust is front and centre at the counter and working for us.
The badges were lost in our Christmas display. Now, at the counter, customers see them and want to get in early.
Well done Mel!
We have wallpapered the wall in front of our lottery counter to promote our syndicates in the end of year superdraw. We do this with all superdraws. It works well.
Syndicate sales are rarely single sales. In addition to multiple syndicate tickets, customers usually pick up a regular ticket or two.
The idea behind the wall is to create a sense of celebration – the end of the year and all that.
We have created the collateral for the promotion ourselves. While Tattersalls will continue to judge us only on name badges, up-selling and placement of their posters, we feel that unique effort such as our wall – and similar promotions other proactive agents run – ought to be part of the Tattersalls measurement. It is frustrating that they measure agents down to the lowest common denominator – but that happens often in the newsagency channel.
The Australian is reporting today that PBL Media, owners of ACP Magazines, has purchased half of the local version of OK! OK! has quickly carved out success in the tough weekly magazine marketplace as I have blogged previously.
While it’s a 50/50 joint venture, I’d expect ACP to lead on the distribution side – making a tougher retail real-estate battle for Pacific Magazines. They need either a much stronger Famous or a new offer in the marketplace.
As the report in The Australian says, the major weeklies are having a tough time and that OK! is bucking that trend with sales growth of 18.8% year on year. That’s what I am seeing – strong growth. Hence our decision to allocate more real-estate in the high traffic areas.
I am disappointed about this move from a newsagent perspective because of what it means for competition. However, for ACP it makes sense. I hope that OK! continues as is because it ain’t broke.
In what has become a happy tradition, click here for my 2007 Christmas marketing tips for newsagents and other retailers. Print them off and share them around.
I was pretty chuffed to hear from Jurek Leon a couple of days ago that he has included my 2006 tips at his Christmas Tips for Retailers website.
Here is my 2007 list:
1. FOCUS ON HERO PRODUCTS
Have one or two hero categories in the lead up to Christmas. Make a bold visual statement at price points which represent value. Plan to become known in the district as the go to place for these products. You do this by having the best range at a good price and displaying it accordingly.
2. THANK YOUR CUSTOMERS
Write a note of thanks to your customers and place copies in bags. Thank them for their support and share what this means to you and families supported by your business. Be personal.
3. HOST AN EVENT
Host a VIP shoppers night, a 24 hour Christmas Celebration Sale or a tree lighting night. Bring in Santa and create some theatre around the start of the Christmas season in your shop. Maybe do with other shops in your area. Offering free Santa photos is a good way to draw in families.
4. REMEMBER TEACHERS, NEIGHBOURS, FRIENDS AND OTHERS
It is the once a year gifts which can be challenging. Consider a display of gifts for teachers, another for neighbours etc. The easier you make it the more people will buy from you.
5. DONATION BOX FOR A LOCAL CHARITY
Talk to a local charity and offer to put a collection box at your door for customers to make a product donation which fits the needs of the charity. Include photos of work the charity does. Invite the charity to let its contacts know what you are doing.
6. CHRISTMAS ART
Choose a theme and invite entries in your very own art competition. Give the winner a nice trophy and a gift voucher. Let the local paper know. A good theme would be Christmas in xxx where xxx is your suburb – bring out a local connection.
7. EMBRACE THE SEASON FROM YOUR DOOR
Everything about your shop must feel like Christmas. Music. Uniforms. Stock on display. Flyers. The moment customers step inside your shop they need to feel Christmas. Design your store layout for Christmas success, let it do your selling for you.
8. CREATE A TOP TEN
People love lists. Top Ten gifts under $10. Top 10 gifts for dad. Top 10 gifts for mum.
9. EMBRACE THE SEASON FROM YOUR HEART
While Christmas means different things to people, it is, overall, a happy season. Work with your team on ways to embrace and maintain a connection with happiness. Your generosity of spirit toward your team can set the tone for their generosity of spirit toward customers.
10. REST
Schedule enough time for rest. Recharge and make your days more successful.
11. COUNTDOWN
Create a H U G E handmade countdown calendar – behind the counter. 20 sleeps to go, 19 etc.
12. SERVICE, SERVICE, SERVICE
Christmas is stressful for shoppers. Roster extra staff to reduce customer stress.
Footnote: I first published this at the Tower Systems blog. I repeat it here for those only reading here.
It is great to see more card companies introducing music cards into their everyday ranges. It’s enjoyable hearing songs play out when the cards are browsed. One challenge is how we display these cards since they are bigger and thicker. Another is how to uniformly show that they are music cards – especially when you have more than one supplier represented in the range.