The publisher of Breathe magazine promoted newsagents on social media, and Woolworths.
The post from yesterday says participating newsagents. You have to go to their website to find them.
However, on their website it is all about them selling direct to the shopper.
It is only when you scroll down to the bottom of the home page that you see the store finder link. Once you click that you enter a suburb and it them displays a map of stockists.
Once you get to the map it is terrific. They need to make this easier to find. It could be in front of people landing on their home page, without needing to scroll or even click on a link. That is what they should do if theirs is a over the counter purchase first strategy.
If the publisher strategy is that retail serves to facilitate the publisher / reader relationship then they should continue doing what they are doing.
I like to see suppliers promote stockists and do appreciate that newsagents get a mention from the folks at Breathe. However, I (selfishly, of course) want them to do it with a retailer first approach. In fact, a newsagents first approach. That approach would drive our engagement is it demonstrates respect for the us.
Re this pitch for Breathe: Woolworths is at an advantage and that is unfortunate.