Click on the image to see a copy of a fax sent to a school by Fairfax inviting them to sell The Sydney Morning Herald on election day last month as a fundraiser. While I am not sure, I expect that other schools which were polling places received similar faxes.
The local newsagent was not party to the offer and only found it about it from the school. There was no plan regarding compensation for sales. As they note shows, they were expected to pick up unsold stock.
The more newspaper publishers promote sales outside the newsagency channel the greater the opportunity newsagencies fade as the go to retail outlet for newspapers. While the election day is a one off offer, I would have preferred to see Fairfax work with newsagents on a joint election day promotion.
As a retail newsagent I would like proactive engagement from publishers and fair business rewards for achieving incremental business. The current approach offers no incentive to grow newspaper sales. They appear to be investing little attention into driving newsagency over the counter sales.