Australian Country Collections takes up double the retail space in newsagencies this month because of the copy of an old issue of Life magazine included in the browser unfriendly plastic bag. I don’t see the value in such lazy marketing – Australian Country Collections is a popular title for us. It is also popular with browsers. Bagging the magazine may hurt sales. Given the success of Life magazine I do not expect it to be a factor in driving sales.
I call this lazy marketing because it is not creative. Unfortunately, it is one of the most popular marketing tactics used by Australian publishers.
I’d suggest that there are more effective and creative ways to drive sales of this title than bagging it with an old unrelated magazine. That is what this post is really about – calling on the publisher and other publishers to be innovative in how they seek to drive sales in newsagencies. Bagging magazines is out of date and encourages waste in terms of unecessary freight as well as for the plastic bags.
Three promotions I would like to see for a title like Australian Country Collections are:
- Sampling. Give newsagents copies of A5 samplers to hand out to customers. These should have one or two brilliant articles which showcase the usual content of the magazine. They should have a box on the back for us to place our business stamp. Have a welcome note from the editor in which they pitch newsagents as great partners of the magazine – i.e. make this sampler a win win.
- Give away a gift of genuine value. Promote this on pay TV with a budget conscious campaign. people need to buy the magazine to get the free gift from the newsagent across the counter. Make the gift only available from newsagents and promote this on the TV commercial. This gets our buy in. Make sure the gift is relevant and valuable. Smart newsagents will seize the opportunity to sell customers into putaways – almost guaranteed sales.
- Co-location reward. Reward newsagents for sales growth. This will help fund labour and real-estate involved in co-locating the title in pursuit of new readers.
Each of these ideas is about newsagent and publisher engagement in a common goal. Bagging a free old magazine is not about this – quite the contrary.
If magazine publishers are to achieve break-out growth, they need to engage in break-out marketing. An average newsagency will have 1,000+ different titles on the shelves at any time. That is a lot of noise with which to compete – for newsagent and shopper attention. Hence the importance of a genuinely break-out campaign.
Magazine publishers doing the same old stuff in marketing their titles train newsagents to do the same old stuff.
Check tickets cost 66 cents at my local Coles supermarket. This makes them considerably more expensive than many newsagencies. While Coles, and I am sure Woolworths, promotes great deals on brand name high volume items, there are other items which are expensive, like check tickets.
