Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

News Corp. fails newsagents on Paddington Bear opportunity

Mark Fletcher
June 3rd, 2019 · No Comments

It is frustrating that News Corp. advised retail newsagents late about their Paddington Bear promotion. Their notification was too late for retail newsagents to fully leverage the opportunity to its potential. It’s a missed opportunity.

While the campaign may drive some incremental newspaper sales, it will not deliver the commercial benefit it could have delivered.

There are several suppliers in Australia with terrific Paddington Bear products, which we could have ranged to coincide with the promotion, This would have made it commercially viable to pitch the offer in prime space, front of store.

The poor communication from News Corp., is another example of supplier selfishness and ignorance as to the financial model for retailers today.

News should have communicated their plans between four and six months ago, to allow retailers time to plan the offer into their local business ranging and marketing plans.

9 likes

Category: Newspapers · Ugh!

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