Someone needs to tell Harold Mitchell that next time he wants a magazine he should go to a newsagency. We are the magazine specialists. Supermarkets are the shopper challenge Harold describes in his article in The Age today:
MAGAZINES are in the news, so I headed off to the supermarket to get the latest. It’s another world in there.
Last summer I managed a four-wheel-drive track through the Australian Alps with just a satellite navigation device.
But a supermarket! More aisles than fire trails. And all I wanted was a little reading matter to have with my traditional breakfast porridge.
Harold is an advertising guru. He should know that advertising is about reaching consumers. More magazines are sold in newsagencies than any other retail channel in Australia. We also provide a better shopping experience for the magazine consumer.
Does he go to the post office to buy a welder or to the servo to buy toilet paper? Ditches a compass for a GPS??? Like the pilot that trusted the GPS so much he flew into a mountain when it went on standby mode.
We shouldn’t worry about Harold…..
Unfortuately, I don’t think he could get his “spicy Moroccan-flavoured cinnamon and paw paw rolled oats” at a newsagency but then he couldn’t really decide which point he was trying make either.
Maybe someone should tell him that for a “advertising guru”, he makes a terrible writer?????
Had a customer yesterday accusing us of having old new idea and womans day on shelf, as she went to supermarket on monday and asked if the mags were current, and was told that the new ones come out on wednesday!!
I won’t dispute Mitchell’s legendary status as a media buyer – which is pretty much bulk purchase over expensive wine – but the more I see of his opinions the more I think he is a jumped up buffoon. He probably damages his business everytime he writes.
Had a customer ring to tell me she had just seen an ad for a magazine which ‘was not available in shops’ so she wanted to know if I had it!
Brett, take it as a compliment…. you not just a “shop” – your a newsagent!!
Chuckle, chuckle.