Australian Newsagency Blog

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

Strong start to magazine sales in 2012

Mark Fletcher
January 27th, 2012 · 2 Comments

As a follow up to my post earlier this week about how uneducated and ill-considered early returning of magazines by newsagents could kill magazines for our channel, I thought I would share some data for the newsagency I directly and most consistently influence. It is one of three newsagencies I own or have a half share in.  This data speaks to me practicing what I write here.  It  provides the best measure of how my processes pan out at the sales counter. It shows that growth is possible in magazines.

Crossword sales are up 124 units, 108%. Women’s weeklies are up 151 units, 18%. Craft and hobbies are up 47 units, 168%. Special interest sales are up 51 units, or 124%. Right across the board except for Children’s and Buying & Selling sales are up.

This is our third January so we are well established.  We have another newsagency, two supermarkets and a couple of other outlets selling magazines in the centre.

All of this growth comes from hard work and commitment from the team running the business and my involvement.  We promote the business regularly externally. We have a strong new traffic generation campaign.  We have an equally strong campaign in-store for driving a deeper basket with more magazines. We entice magazine customers back.

While magazine sales are challenged we have a medium opportunity. They continue to offer us today the best point of difference over any other retail business which sells everything else we sell. This is why I am concerned about ill-considered and uneducated early returns.  They send the wrong message to the publisher.

I think that many newsagents have it within their capacity to grow magazine sales. Sure it’s hard work. The reward is what you bank and the increased value of the business.

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Category: magazine distribution · magazines

2 responses so far ↓

  • 1 Tim // Jan 27, 2012 at 2:52 PM

    Well done Mark for being so pro-active.
    Can I ask how Q4 2011 Benchmark is going?

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  • 2 Mark // Jan 27, 2012 at 3:19 PM

    Tim anyone can do this.

    The benchmark study has been delayed by a 75% increase in newsagency involvement. Should be done by Monday.

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