While I can understand newspapers being in impulse locations in petrol and convenience outlets, I don’t think this is essential any more in a newsagency. As publishers are chasing sales from outside the newsagent channel, newsagents need to choose the location for their product on the basis of return achieved – from direct sales and newspaper generated traffic.
This was on my mind yesterday when I saw the ad stuck on the front page of the Sunday Herald Sun promoting their iPad edition. While it frustrated me I understand the need for News Ltd to promote the iPad edition and recognise that the best place to duo this is using their print edition. I also acknowledge that some people will use the iPad edition and print edition – i.e. not migrate from print to digital.
So, just as News is using print product to leverage the digital platform, I am leveraging destination newspaper traffic to drive purchases of other products, especially newer lines I am carrying which will hopefully build and bring in traffic of their own over time as I realign the reasons shoppers visit the store.
Had them in the back for years no money very little add on sale ,always the rude one s
We are in the process of moving them to the rear of the shop. They no longer deserve ‘waterfront’ real estate.