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

Month: August 2008

New Idea delayed a day

wdokgraz.JPGIt was a grave move to delay publishing New Idea for a day. I understand the importance – the Jolie-Pitt twins photos would not be worth as much if published next week. In our newsagencies more than 50% of sales are on the Monday. Sales data I have seen suggests that the decay is not as sharp in supermarkets and convenience outlets. It will be interesting to see of the people looking for the title today do come in tomorrow.

As the photo shows, we have moved OK! Australia to the New Idea position.

0 likes
magazines

Choosing to shine for Father’s Day

fday_2008.JPGFather’s Day is a season around which newsagents can choose to shine. I know from Hallmark market research that our the newsagent retail network is a popular destination Father’s Day and other seasonal cards. We need to make the most of this popularity, not only in the card category but in allied categories.

Father’s Day 2008 is our opportunity to shine. Here are some tips which can help you make the most of the season starting from today:

  • Set a performance goal, a sales increase on last year. I’d suggest a goal of an increase in the number of Father’s Day cards sold in your newsagency of 8%. Let your staff know about the goal.
  • Get your Father’s Day cards our ASAP. We know from our own newsagencies that Father’s day cards are selling already.
  • Create some theatre around the card display. Just having the cards out is not enough.
  • Train your staff on the various captions you cover, there is more to Father’s Day than cards for dad.
  • Introduce a range of gifts which can be easily bought with the cards – gifts which make sense like albums, a desk set, a photo frame, journals, street directory, books, a magazine pack or a prepaid gift card.
  • Display the gifts near the cards. Make sure you have compelling, easy to understand display.
  • Create a small DL size flyer to promote your Father’s Day cards and gifts and give one to every customer.
  • Consider giving over a power end in your magazine area of a Father’s Display. You could create this around a theme which works to your demographic: fishing, car racing, gardening, handyman or dad relaxing in the sun. It is important to promote Father’s Day away from the main card display as well as with the display.
  • In the week before Father’s Day, change your gift display around and label it Last Minute Father’s Day Gifts. Sometimes, contextualising an offer like this can really drive sales.

It is not enough to replace some lifestyle or other cards with Father’s Day and hope for the best as newsagents often do. This season is an opportunity for us to choose to shine and chase sales growth. Newsagencies which outperformed others last Father’s Day were those where the season was actively promoted.

0 likes
Greeting Cards

The human side of the Bill Express collapse

bxp_light.JPGI received a call yesterday from a newsagent who had not stopped the direct debit arrangement for the Bill Express equipment because of advice from the Australian Newsagents’ Federation. She rang me after reading the advice from the ANF three days ago that newsagents suspend the direct debit arrangement. She was in tears at what she calls at least two months of “lost” payments. As she explained, the two months payments was more than a year of ANF membership fees.

Her story is not uncommon. She went into Bill Express on the advice of the ANF and, in her words, has always done what they told her.

In a business with annual sales of $345,000 and a net profit of under $20,000, the $6,534 a year in Bill Express equipment rental fees for no return will be a huge cost. This is why she was in tears. As she put it to me, had she ignored the advice of the ANF and listened to other newsagents she would have stopped the direct debit earlier and saved, maybe, two months of payments.

My caller told me that when she spoke to the ANF twice about this they were adamant that she should continue to pay for the equipment and that they had legal advice newsagents should do this. She tried called the ANF Friday but could not speak to anyone who knew why they changed position.

My understanding is that the ANF did not receive any different legal advice before it revised the advice it provided newsagents on Thursday to “suspend” direct debit arrangements for the Bill Express equipment. I hope I am wrong and that the Board issued the changed advice based on new legal advice and not political expediency.

While some on the Board will not like this blog post – it is more of the “third party commentary” they criticised on Thursday – the questions I post warrant answers. Did the Board get new advice? If so, what are the details? If not, why did the Board take the u-turn on Thursday and why not sooner? It would appear that the ANF Board has misjudged the mood of their constituency on the Bill Express matter.  The Chairman said most West Australian newsagents were not affected when he spoke to a group of newsagents in Melbourne earlier this week.

I know I should welcome the u-turn by the ANF and focus on next steps. The call I received yesterday does not permit that. While I get calls about Bill Express daily, yesterday’s was highly emotional. The cost could lead to the owner shutting the business and walking away such is her trauma of the financial situation and being let down. I felt helpless in listening to her situation.

I have told people at the ANF and at VANA of these calls.  Others have told them too.  Many newsagents cannot afford to have to pay for equipment from which they can achieve no return.  They feel let down for having been told that Bill Express by organisations they trust only to find that those organisations had not done their homework.

Hopefully the ANF will better explain its advice this week and ensure that its staff are well equipped to explain this to callers. Newsagents need certainty. They also need to know that their national association has empathy for their position.

What has happened to newsagents over the last few months with Bill Express is a crime. Newsagents need to see justice pursued by ASIC, the ACCC, the Administrator and any other avenue so that the closure which is important to victims of crime can be achieved.

0 likes
Bill Express

Melbourne Gift Fair a ripper

giftfair.JPGTower Systems has a stand at the Reed Gift Fair in Melbourne this weekend and through until Wednesday. If yesterday was anything to go by it will be a ripper of as success. While we are there primarily to talk to gift shops about our software, we have met with plenty of newsagents already.

A couple of newsagents I talked with yesterday made the same observation – this is the kind of fair newsagents should attend as they will see product here they will never see at a newsagent trade show.

It’s great to see so many newsagents researching the gift category. Given the size of this fair it would be hard to come away without any new products to try. While I was at the our part of the Fair yesterday I saw several suppliers offering product which I’d like us to sell in our newsagencies.

To walk a show this size properly will take at least two days. Thankfully, we have several on the team for our newsagencies and gift shops to cover the area.  From what I saw yesterday there is plenty of new product and some excellent deals.

0 likes
Gifts

Happy with first month of Intralot

What is it with people talking Intralot down? Several media outlets have been talking Intralot down this week and some newsagent suppliers are weighing in with their doom and gloom stories as well. My experience is that these commentators are ignorant. I would judge the introduction of Intralot as a success.

While it has was a bumpy start, each day has improved. To get a 700 retail point network running in a few weeks is a good effort. And, no, I have no deal, arrangement or anything else with Intralot!

At Forest Hill, where we have Tattersalls, Intralot scratch tickets sales are up 25% on Tattersalls scratch ticket sales for the same month a year earlier. Even after accounting for overall store growth, the Intralot scratch ticket result is excellent. The online games are well on the way to replacing the revenue from games Tattersalls lost.

At Frankston and Watergardens, locations where we did not have any soft gambling product, scratch ticket sales are very good and the online product slow. I am confident both will grow as our team in each store becomes more familiar with the gambling category, the games and we better fit the offer in the businesses.

I have taken the view that Itralot did not create this situation. The State Government did. As for Tattersalls…

0 likes
Lotteries

Consistently good counter sales

fas_impulse.JPGThe small pads in the photo are from For Arts Sake.  They and a similar pad product from the same supplier are among the best counter sellers we have tried in the last year. They are attractive and have a good price point – crucial elements to a successful counter offer.  Customers have top be able to make a quick decision.  The challenge with counter offers is finding different yet compelling product.  That’s where getting to gift fairs is important, to look beyond traditional newsagency suppliers.

0 likes
Gifts

Selling paperback books

books_carinya.JPGFollowing a post here a few months ago a newsagent decided to add discount paperback books to their range.  In July they achieved $1,500 in sales using spare fixturing they had in their back room.  They are projecting a bottom line benefit of more than $5,000 for the 2008/09 financial year.  Discount paperbacks can be handled as simply as shown in the photo – I’ve found that a strong box works the best, located near an entrance.  What the photo does not show is the spare stock in a cavity under the shelf holding the display stock.

0 likes
Book retailing

Shutting the door on cigarettes

frankhot.JPGThe announcement by the NSW State Government Wednesday that within six months all tobacco products must be removed from retail display will encourage newsagents to consider quitting the category. This is an opportunity for newsagents to embrace change at the counter.

In a shopping centre newsagency on average rents you’d need to be selling at least $4,000 worth of tobacco products a week to break even. The latest changes will add to that cost.

Newsagents in NSW need to start thinking about their options for this soon to be freed premium space. It could be used for displaying and promoting:

  • Ink and toner.
  • Premium pens and related gifts.
  • Mobile phone handsets and SIMs.
  • A technology offer – small gadgets.
  • A new line of confectionery – boxed chocolates maybe.
  • A feature magazine display.
  • Invitations.
  • A whiteboard with a list of new magazines just in.

The regulation changes are forcing changes at the counter. S,mart business people will use this to great advantage.
We quit tobacco products at Forest Hill in 1997 and at Frankston when we took over last year. In each case, sales were around $1,000 a week and not worth the investment. At Frankston we replaced tobacco with our Ink and Toner display.

0 likes
Newsagency challenges

Gifts in a newsagency

frank_gifts.JPGI am often asked by newsagents where they can fit gifts into their shops. The photo shows what we do at Frankston on one aisle end. We have two other displays like this as well as gifts elsewhere in the shop. The display is changed every couple of weeks. In the photo we have a selection of social stationery, Jamie Oliver mugs and plush sitting on boxes. The idea is for card buyers to see gifts which could work with the occasion for which they are purchasing. Once we have completed our shop fit we will have better fixturing opportunities for gifts.

0 likes
Gifts

Wedding season in magazines and cards

hallmarkwedding.JPGWe have created a small display of Hallmark wedding product – cards, bags, trinkets – and next to that a spinner with twelve wedding magazine titles. Many newsagents do similar displays of the cards and bags at least this time of the year.

Each time we display cards and magazines together, in context, it works well. The magazine stand is 11 years old and still serving us well.

0 likes
Greeting Cards

Reader’s Digest and the CD

rd_cds.JPGReader’s Digest this month comes with a free CD. In some stores at least. At one of our stores we received some stock with the free Cd and other stock without. The packaging says the CD is them saying thanks.

While I respect their right to do what they like with the title, the inconsistency is frustrating, especially where we receive two versions of the stock.

0 likes
magazines

Bill Express update

I participated in a meeting organised by the Administrators of Bill Express this morning.  Newsagents who have registered as creditors should receive a report from the Administrators in the mail next week.  This will detail progress to date.  Confidentiality precludes me from publishing anything discussed at the meeting.

0 likes
Bill Express

Promoting Australia’s Open Gardens

open_gardens08.JPGWe are promoting the Australia’s Open Gardens guide at the counter this weekend. While there is no freebie and technically this does not meet our criteria for this counter space, we know the title will speak to our demographic.

Last year’s issue was a sell out within ten days of the on-sale thanks to a feature display we created.  I’d expect this display to deliver strong sales over the next three days and thereby justify using the premium space.

0 likes
magazines

New business magazine launched

bus_solutions.JPGAll week I have been hearing ads on the radio for the launch today of Australian Business Solutions. The ads were promoting that this new magazine would be available at newsagents. Their support of the channel has been fantastic. It is rare that a magazine supports newsagents exclusively as this new title has in its radio advertisements. We have placed ABS in our newspaper stand above The Age as well as with business magazines.

0 likes
magazines

Olympic magazine found!

beijing.JPGFurther to my earlier post about the lack of Olympics themed magazines, I have found Beijing – the complete guide to the 2008 Beijing games at our Frankston newsagency. I am surprised that this title was not more widely distributed.  It has enough general appeal to to warrant wide distribution.

The magazine supply model continues to confound.

0 likes
magazine distribution

Newspaper traffic in newsagencies

Roy Greenslade points to an interesting Scottish survey which found that newspapers are the biggest seller for small shops. Newspapers are always in the top five selling items in Australian newsagencies. I know from my basket research which involved data from more than 100 newsagencies in 2007 and 2006 that in shopping centres, 70% of newspaper sales are single product sales, in high street newsagencies this falls to around 65% and in rural / regional areas this falls to around 45%.

When I met with a senior executive of News Limited in early 2005 we discussed newsagent margin and the static cover price. Her response was that newsagents love newspapers because of the traffic. When I explained that the traffic was inefficient she blamed newsagents. When I explained that publishers often made it difficult to promote other products with newspapers she changed the subject.

There is no doubt that newspapers are important to newsagencies. They generate considerable traffic and keep us top of mind. However, my sense is that some of this traffic is so habit based that the customers do not know they are visiting a newsagency. It’s the paper shop. While it would be easy to say the newsagent is at fault for not changing that perception, we can really only do this if we are unshackeld by suppliers so we can be retailers. For an unregulated channel we sure have a lot of regulations.

Newsagents are not blameless in this. Many in our channel do not pursue add-on sales with enough vigor and sales suffer as a result.

In our case we look carefully at the newspaper purchase from outside the shop to the newspaper display to the counter. We build offers along the way, at the display and at the counter. We change these offers at least weekly. The result is considerably above average newspaper basket efficiency for us.

0 likes
Newsagency challenges

Intralot bingo syndicate

ilot_jack.JPGWe are copying an idea we have seen from another agent and running a syndicate around the Intralot Lucky Bingo product.  Given the variable jackpot, we have created a laminated sign to promote the offer.

Four days in on our first week and this new syndicate product is selling well. It will take a few weeks to establish traction with our syndicate customers before we run multiple syndicates around the game but we are confident.

0 likes
Lotteries