Single day delivery of magazines around Australia is closer than ever with a trial now underway in Melbourne. I think this is a good move, it makes sense for newsagents and for shoppers.
For newsagents, it saves time. We can roster more efficiently. For shoppers we have seen changes in how and when people shop magazines. The on sale day for weeklies and monthlies is not as important as a few years ago.
With special interest titles being of most value to those in our channel who do focus on magazines, the on sale day is of no relevance.
Back to the trial, Are Direct shared this information. I share it here as it explains well the background to the latest trial in Victoria and the objective:
Background:
- Complex legacy supply chain generally on 2 set days with delivery overnight.
- Magazine distribution continues to be challenged with overall product volumes decreasing 10% per year.
- Delivery transportation costs continue to rise above inflation – ongoing focus to create sustainable distribution platform, reduce costs and deliver simplification for all stakeholders with move to single weekly delivery
- With changing shopping habits and magazine content becoming less time sensitive, we are seeing consumers responding differently and with that national on-sale dates are less critical.
- WA stores operate with main magazine delivery received Tuesday, 1 day after Eastern Seaboard.
- NT stores operate with magazine deliveries received via SA up to 4 days after current national on-sale.
- Some FNQ stores deliveries receive deliveries 2 days after current national on-sale.
- Major weather events (Cyclone Alfred) that have delayed delivery into a state have seen no real sales variance to national as customers change buying behaviour.
Objective:
- Stay customer focused and ensure we communicate changes clearly to protect sales. We will send posters for newsagents so they can communicate the magazine delivery change to their regular customers.
- Create a sustainable long-term distribution network with weekly daytime deliveries.
- Deliver simplicity for newsagents in focusing category labour (stock on/off show) to one delivery day vs two.
- Have capability to access proof of delivery – helping to close out any problem deliveries that arise from time to time.
- Explore other major newsagent suppliers for distribution synergies ie cards, stationery etc.
- Plan and implement staged roll out of weekly deliveries through other areas/states through 2025.
As I noted at the outset of this post, I support this move, it makes sense. I think newsagents will benefit.