A couple of newsagents have complained to me about the latest Queensland Newspapers promotion to lapsed home delivery customers. They are frustrated that they have not been offered the promotion to offer themselves across the counter.
I understand their frustration. Too often publishers build promotions which focus on them and the subscriber, ignoring the newsagent who is key to the transaction.
That said, this is a good offer. I like that they are rewarding shoppers with something to spend in a newsagency – a $25 voucher.
But back to the core point, I do wish that newsagents could promote this themselves across the counter. The newsagents I have spoken with are certain they could drive terrific sales growth.
Slightly off topic, I’d also like to see publishers engage with newsagents in driving single copy retail sales. I think this is a massive missed opportunity.
A customer reminded me recentlly of the good old days when a 7 day home delivery with the “Sun” also gave the customer access to a free “insurance” policy. I can recall my parents using the policy many decades ago. Perhaps it is time ro revert to such an incentive once again.
LOL trouble is, insurance companies are already the enemy, owning shopping centres as they do…
Imagine the double whammy with publishers and insurance companies in such a position together.
We’d be doooooooomed.
Not a bad idea, but the initial reaction to those two together brought up the above picture 😀
Customers just want to perceive that they are getting value. The Qld Newspapers is a great promotion idea. The problem is, and its not just in Queensland, that the publishers’ marketing departments just don’t have a high awareness of newsagents. They have to be constantly reminded that we exist. Another job for our blessed associations. We all spend too much time with the circulation and credit departments. We should be initiating and maintaining a contact routine with the marketing guys as well.
Mark,
Just on your off topic note can i add the following which probaly wont make me too popular but here goes.
What about Newspapers engaging more with Retail Only Agents as well. I have been saying to both my newspaper companies (State and Local) that if they were to treat me like a Newsagent and give me full comission then i am 100% confident my sales would grow. Nowadays a lot of bigger towns, regional centres and city areas probaly have as many retail only outlets as they do Delivery Newsagents and i think the time has come for both to be treated equally when it comes to single copy retail sales.
I currently recieve less than half the comission from a peper sale, can you imagine my new found enthusiasm and drive to sell more papers if i were to get full comission?????? If they want to sell more papers then i think this is the most obvious place to look at doing so…….but are they serious about increasing sales?
Cheers
Al
Al, nice sentiment but if retail only newsagents received full comissions then 2000 delivery agents would hand back their run the next day. The threat of losing half our retail comission is the only thing that keeps us going. (with deliveries)
Shayne, what if the Newspaper increased the cover price accordingly???
Both this comment and my last one is just me thinking outside the square by the way.
Cheers
Al
Allan you;re right. Newspaper publishers are ignoring retail newsagents at their peril.
Mark they are ignoring delivery newsagents as well
So it looks like the general consensus is that we are all being ignored… Strange that!
Retail agents (I’m one) should have to
pay for the right to be direct to the companies. We should not be stabbing our fellow newsagents (distributors – I use to be one too) in the back. Why should they have paid for the right to distribute to retailers and then get nothing back if the retailer gets direct supply.
IT WILL NEVER HAPPEN BECAUSE LOGISTICS SAYS THE NEWSAGENT (DISTRIBUTOR) IS DOING THE DELIVERY TO RETAILERS FOR NEXT TO NO COST TO THE PUBLISHER AND THAT AIN’T GONNA CHANGE. WHO WOULD DELIVER TO THE RETAILER IF THE DISTRIBUTOR AGENTS WERE OUT OF THE PICTURE????
BIG PICTURE GUYS!!!
thankyou June
retail only that sold off their territories did just that and received their compensation then. So not entitled to direct supply.
Sorry but can’t have you cake and eat is as well