The newsagency channel is missing an opportunity by not engaging with independent publishers in a professional and structured way. While their volumes can be small, independent magazines provide us with an important point of difference over other magazine retailers.
The small publishers I am meeting with at the moment are keen to engage with proactive newsagents. This can deliver exclusive opportunities, better margin and insights which drive sales. It surprises me that industry associations have not missed this opportunity.
I am looking at publishing a magazine that is dedicated to a J curve growth market but would be regarded as an independent publisher and would like to know what I can do to avoid the distribution channels but maintain easy auditing of sold/unsold copies. Returning of the unsold copies seems to be a daunting task.
Nick, Offer them firm sale to enwsagents for at least 50% margin and with a commitment for them to report sales to you, say, monthly. The alternative is that you use a magazine distributor and your costs are high and the data slow to get to you.
Newsagents will take on new product if it has a sound basis for being launched and if it is backed with marketing.
mark,
NANA has been in constant discussion on a range ofmatters re magazine distribution, pricing (exchange rates) margins and scale out for some time with the Australian Publishers Association.
Often Association s are badly “brushed” because mant are unaware of where they are at. Non members versus members etc need to be looked at . Membership tends to be terribly inclusive and therefore (like the ANF) all information is “members” only. This leaves the exclusive non member in the dark and left out of the loop.
Graeme,
I am aware of NANA’s work on imported titles as prompted by Publishers Australia. I think their focus on this issue is missplaced and driven by selected publisher vested interests.
Hi Mark,
As a soon-to-be new small publisher, I have just posted a similar question on another thread (small publishers ponder) and am interested to know what what marketing activities are respected by newsagents.
Is it in-store (posters? stands? etc) or external such as PR and other media advertising – newspapers / TV etc? Or a combination of above?
Is the 50% margin okay irrespective of cover price, or would a lower cover price require a higher margin from the newsagents?
We quite like the model of picking up the over magazines, then being paid for what sold, and dropping off the next month’s at the same time. Is this something most newsagent managers/owners would be interested in engaging in?
Thanks!
Bec
Bec, The ideal is that which generates traffic for newsagents. If this is not practical, then easy to setup compelling in-store collateral which will drive impulse purchases.
There is a hige battle for retail real-estate and the major publishers will win that because of their weekly sales volume.
If your title will see well with something else then find a way to make sure you are positioned with this.
On payment for sales, I’m certain newsagents would love this.
Thanks Mark for the feedback.
Since we’re quite regionally focused we plan to do a big PR push and try to stretch our meager ad budget as much as we can.
We were wondering if floor standing bins with the mag branding would be used – or as you say – unlikely up against the big sellers. I assume it will be a newsagent by newsagent proposition.
thanks again,
Bec