It seems that bundled deals are the new normal with News Corp. with more running in different locations and for different mixes of titles.
Given the poor communication from News Corp. to newsagents and to the software companies, how newsagents handle the various discount ts in-store is not as consistent as it could or should be. The result is a hodgepodge of data that I suspect will challenge the company’s ability to assess the results of the promotion.
The smarter move for News Corp. would be for them to develop a national strategy, liaise early with the software companies, agree on structure and then rolled it out to newsagents with advice for each software program to ensure newsagents do this one way – so that the data feeding back to News Corp. marketing gives them what they need.
The current approach takes up more time than it should and results in more data of little or no value.
News Corp. nationally has always been poor when it comes to data and IT. If only the folks in Victoria were listened to 15+ years ago when they lead Australia on the tech front.