Too many people, not just newsagents, are jumping at shadows in relation to the newspaper distribution model News Limited has announced it will trial in Brisbane this year.
Rather than look at the evidence of what has been achieved in managing consolidated newspaper distribution territories in a range of regions in Victoria, the achievements of the migration project in SA and the information provided by News, some people prefer to put about inaccurate commentary.
I know from my work with the newsagency software company I own, Tower Systems (serving 1,800 newsagents), there are newsagents who have consolidated to the scale targeted in the News plans. The software handles it, management embraces it and newsagents from separate territories join in.
My own assessment as a distribution newsagent eight years ago was that scale was vital. This is why I put together the Circulation Fulfilment Australia business plan. I was not alone. VANA shortly thereafter hosted a one day forum to explore and discuss newspaper distribution models. I spoke and several newsagents who were already involved on consolidation spoke.
Details of how to and why to consolidate was out there for newsagents to see. the reasons for consolidation were also in the public domain.
The result is that more newsagents consolidated. I’ve been involved with most through my software company.
My point here is that the target News has announced and the need to consolidate is not new. The marketplace itself was aware from around seven years ago.
While a target of 10,000 newspapers delivered by a distribution business will be too big in some situations, in suburban areas there are live examples of it working for consumers, newsagents and publishers today. There are other valid questions being asked which need to be answered. Drawing conclusions without answers is inappropriate right now.
I am concerned that the agendas of some are driving inaccurate debate and commentary. In a couple of cases these are people who failed to act years ago. It’s not the channel’s job to move all newsagents together – such is the nature of a competitive marketplace.
As I have noted, I appreciate the concern about change and the challenge of navigating change. It will be important to watch what happens over the next six months and to hold News to account for being transparent through the process.