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

Author: Mark Fletcher

Sunday newsagency management tip: obsession to differentiate your business

Brands matter in retail. There are plenty or articles and papers claiming that shoppers will spend more on a brand they trust. They can also make a purchase decision faster than if presented with the same product un unbranded backaging. This is why I spend time ensuring brands are respected on the shop floor.

The photo on the left is the before shot and the photo on the right is the after shot. All I did was turn the wrap so the brand – Hallmark – is represented in a consistent way. To me, the display on the right better reflects value and the messy display on the left.

Allocating a small amount of whop floor time can make your branded displays look better than other retailers. This can make you and your team more proud of your business. It, hopefully, will drive shoppers to notice the branded products and spend more with you – this is the key goal.

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I appreciate this management tip may see somewhat obsessive. I think it’s valuable shop floor work through which we can make a statement about our businesses compared to others who may have the same products.

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Management tip

Meerkats are the in animal

meerkWe are making good money out of Meerkats thanks to the popular TV commercial promoting insurance that has been a hit around the world for some years. We have products from several suppliers and are pitching them currently at the counter with success.

Being aware and on top of trends is key to maximising sales and gross profit. Meerkats are a perfect example. They have been hot for all of this year and have made an excellent bottom line contribution. recent sales indicate they remain a good opportunity.

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Calendars

Newspapers customers like crosswords

puzplacementWe have had the BHG Puzzle Book with newspapers and it’s worked well. An acrylic is clipped into the slat wall next to The Age – adding a pocket to what was unused space. Most purchases are on impulse – making the newspaper purchase more valuable.

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magazines

Reports WH Smith to acquire Supanews

I have heard from two sources that Supanews is to be acquired by WH Smith with the acquisition set to be completed by the end of this month. Franchisees were advised by Supanews late yesterday.

Supanews is a franchise business with some corporate stores but with the majority of the group operating as franchisees. This acquisition will be the first of a newsagency related business in Australia by WH Smith.

Newsagency channel observers will not be surprised as Supanews has been in play for some time and the intention of WH Smith to grow its retail presence in Australia has been evident since their acquisition of Wild Cards & Gifts early in 2014 and then the the acquisition of carcass of the Kennys Cardiology business in mid 2014.

There has been movement in Supanews recently with corporate stores closing or being sold for what I am told are good deals. This appears to have been in preparation for acquisition.

Unrelated to the Supanews acquisition are reports of further acquisition activity by WH Smith in the newsagency channel. I have been unable to confirm reports put to me.

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Newsagency challenges

Day of the taste cookbook collection

Day one of the taste cookbook collection promotion from News Corp. is almost over in Victoria. We’re out of today’s free cookbook and have been for a couple of hours. We were given plenty for our stock of papers and the extra papers we collected at lunch time but not enough for the Coles customers coming across asking for the cookbook. We gave a few out to these customers but from lunchtime sent them looking for the distribution newsagent as we needed cookbook stock for our newspaper customers.

This looks like it will be a popular promotion. It’s certainly been promoted heavily by News Corp in the Herald Sun, online and in-store – even in retail only newsagencies which is good.

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Newspapers

Moving from print to digital for books

While I have completely switched from print to digital for news and special interest magazine content, I have continued to only read books in their print form. I read a lot and the print experience provided time away from a screen. I like the ease with which I con interact with the book and appreciate seeing shelves full in my home office.

As an author I have experienced book publishing in the digital and print formats. I found the digital experience better for the data provided on engagement and download.

A few days ago I discovered a new book that I wanted to read urgently. The print edition would not be here until next month. Wanting it now, I bought my first digital edition of a book. Within seconds of purchase it was on all my devices: laptop, iPad and iPhone. The reading experience so far is better than last time I checked it out in an Apple store – years ago. If it continues this well the only thing I will miss is the reminder of books I’ve read on the shelves.

As technology evolves, more people will migrate from print to digital for all sorts of content. Reasons for sticking with print will fade as technology improves. Retailers relying on print for their future need to watch the trends with books, newspapers and magazines. Each of these three are being impacted at different paces. Newspapers are on the edge of the cliff, books are playing nearby and most magazines are some way back. However, they are all closer to the cliff than they were a year ago, two years ago …

I did not expect to enjoy digital book reading as much as I am. I only bought this particular book out of urgent necessity. I’m glad to be discovering an unexpectedly enjoyable experience.

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Book retailing

Frozen the hero of the season

frozenI saw a good example of the power of the Disney Frozen brand Thursday when visiting a newsagency. The two stands of Frozen product in the photo were a magnet for kids and those buying for kids.

Placing the two stands together is a smart move as together they are more visual powerful than if apart.

Some newsagency marketing groups are offering their members access to Frozen product from plenty of suppliers – five at least. This allows those stores to sell a strong story that competes with the majors.

Price is not an issue as the bottom feeding deep discount stores are not heavily into this brand yet.

If you are do not have Frozen products on your shop floor you are certain to be missing out.

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Gifts

Are you ready for the Taste cookbook newspaper promotion?

Newsagents should be ready in their newsagency software for the Taste cookbook promotion from News Corp. They have access to a stock file to make tracking the Taste stock items easier. If you don’t have it setup already contact your newsagency software company. Tracking it is important because with such a slim margin making a mistake can be expensive.

For newsagents with the Tower software click here for to access the knowledge base advice. Other software companies are welcome to publish links to their advice here too.

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Newsagency management

Inspiring visual merchandising

vminspireIf ever I want inspiration for visual merchandising I go to The Works in hawthorn, on Burwood Road, newer my office. There you can see what their buying and VM experts consider to be best practice for the season.

Yellow is in. We have access to similar products – recreating this display or something like it is easy for newsagents in the gift and homewares spaces.

I’m posting the photo as inspiration.

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visual merchandising

Newspapers spending up

dailyadsThe money (ink and paper) being spend by newspapers promoting their various subscription packages must be considerable – more than at any time I cal recall. While some ads promote the newspaper and digital products, more often they promote digital products only. Either way, digital is the focus over print yet print is the medium used for the pitch.

All newsagents need to factor this into their own planning.

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Newspapers

More special interest magazine publishers support newsagents

fringemagsHere more examples of magazine publishers supporting newsagents as the go to retailers for their titles. The screen grab is from Twitter this week. It shows how the two publishers are specifically promoting our channel.

While Australian Boxing Legends and Stage Whispers are not volume sellers, people who purchase them are valuable to us as these titles are unique to us, they reflect a point of difference.

Australian Family Tree magazine is another special interest title promoted on social media and actively pushing newsagencies as the businesses from which to purchase the title.

These special interest titles are more important than ever for us. We need to support them and be more aware of how they are supporting us in social media.

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magazines

Relay gives a lesson in retail product placement and promotion

bookfrontRelay stores at airports in Australia are always worth a visit. They are in traffic rich locations and need their displays work at drawing people into the store. This display at their Canberra outlet is on the corner of the lease line.

I stood across from the store for five minutes and saw four people walk across to look at the promoted book. One purchased.

The relay approach is simple to follow: make the product the hero and tell people who the product is the hero.

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Book retailing

Bauer exclusive deal with Woolworths

bauermagsstandI got to see the Exclusive to Woolworths gift with purchase stand from Bauer first hand this week. It’s impressive in terms of the stand itself and the gift. While I am not a consumer of the promoted titles, I expect the promotion to work for Bauer and Woolworths.

This practical and shopper focussed offer is what Bauer should promote in newsagencies and not the Connections points program. Giving Woolworths a competitive advantage will not end well.

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Competition

News Life Media supporting supermarkets

newsmagsstandThis stand promoting a range of News Life media and the terrific gift with purchase of any of the titles which I saw in Woolworths gives the supermarket chain a valuable advantage over newsagents for the promoted titles. The stand is Woolworths branded – making me think this is a offer exclusive to them.

Note: I had to pout four titles in the stand for the photo as the pockets were empty – such is their lazy approach to managing magazines.

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Competition

Do you have this Cleo gift with purchase

cleosuperIn Woolworths earlier this week I noticed this Cleo packed with a terrific gift of LeTan wash off tan for summer. It’s a good gift with purchase for the target Cleo reader this time of the year. I am not sure if this is a Woolworths or supermarket only deal.

Anyone else get it? I didn’t.

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magazines

Another slim newspaper stand

anotherstandIn what is becoming a series, here is another slim newspaper stand. This time at the news and gift outlet at Launceston airport. It has a small footprint and is strong – allowing it to hold the heavier Saturday newspapers. Flexible too – it could hold more titles with more shelves installed. You low the deal: click on the image for a larger version.

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Newsagency management

Newsagents – beware duplicate barcodes

Network Servcies has two titles out this week with the same barcodes. This is a dreadful error by the publishers.

03/11/2014 – THE CLASSIC MOTORCYCLE
Bipad 3748 Issue 201401
Correct Barcode 9780992584955

06/11/2014 – GUIDE TO THE CRICKET WORLD CUP
Bipad 3817 Issue 201401
Correct Barcode 9780992584948

Make sure you handle this according to advice from your newsagency software supplier otherwise your returns credits could be affected..

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magazine distribution

Newspaper remote area publishing fee

In Launceston yesterday I discovered from newsagents that Fairfax charges a Remote area publishing fee for The Age, the Melbourne newspaper, which is printed locally, in Launceston, for Tasmanian customers.

This seems like an odd charge to me. Fair enough if freight was involved but it’s not. It’s a fee for using a local printing facility. I would have thought that this benefited Fairfax.

My understanding is that the fee is one reason sales of The Age in Tasmania are down.

I’d like newsagents to share other charges they see from publishers for local printing of interstate papers or freight applied for shipping such papers in.

While not the same as is happening in Port Lincoln about which I wrote last week, it’s similar in that publishers are recouping more costs now their products are not as popular.

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Media disruption

Terrific newspaper stand from News Corp. at Coles

newscstandI love this newspaper stand from News Corp. which I saw at a Coles in suburban Melbourne a couple of days ago. It’s space efficient. strong, flexible and easily relocated. Very smart.

I like this stand more than the stands I have seen on offer to newsagents in recent years from News and Fairfax. If publishers were to offer something as efficient as this to retail newsagents I am sure we should see better engagement by that channel.

Click on the image to see the stand in more detail. Notice the strong construction, flexibility and marketing at the top.

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Newspapers

Welcome Women’s Weekly Health Diary traffic

healthdI love it when a customer comes in and asks specifically for an item, something that has driven them to us. This is happening regularly at the moment for the Women’s Weekly Health Diary. I appreciate the traffic for the product – generated in part by good and wide promotion of the product recently.

One customer shared a but much Saturday saying I get all my magazines at Coles now and I thought they’d have this there. I smiled, thanked them for their business and pointed out the discount voucher they now had from us for spending on magazines from us.

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Diaries

News Corp. should check before it tweets

Screen Shot 2014-11-04 at 2.43.49 pmI was pleased but concerned to see News Corp. promoting newsagents with its tweet this Sunday gone promoting the free tote bag in support of Shop Small, the American Express promotion: FREE tote bag with the paper at metro newsagents today. Support the locals.

My first concern related to the Amex connection. Amex is not small business friendly. They have no place promoting small business because they suck crazy fees from us. The Show Small campaign is more about getting small retailers to offer Amex than it is about supporting small business in my view.

My second worry was the supply of the bag itself. Sure enough, the News Corp. supply chain failed us.  We did not get the bags – making the News Corp. tweet irrelevant to my newsagency. #fail

I like that News Corp. wants to support retail newsagents. It needs to sort out its communicate channel so bumps like this do not occur in the future.

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Newspaper distribution

Diary sales in the newsagency up 160%

diariesOur 2015 diary sales are up 160% compared to sales of 2014 diaries to the same time last year. This is off a good base.

The one change this year over last is the placement of some diaries in front of newspapers and magazines. We have the space for this placement following the removal of two magazine fixtures a few weeks ago.

While Collins diary sales are up it is our fashion diaries that are benefiting the most. They are located on the other side of the table – out of view in the photo.

We source diaries from several suppliers covering business and personal needs. Stock starts out on the floor in August and builds in September.

Our experience this year is that placement is key to driving diary sales.

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Diaries

Why the re-issue of the Ashes magazine?

magsreissueDid you receive the reissue of The Ashes magazine? This old title has had its day and reissuing to newsagents as happened this week is a space and money grab.

Had we been asked I suspect many newsagents would have said no thanks, been there, done that.

This is a perfect example of how magazine distributors make newsagents less competitive than supermarkets.

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magazine distribution

Reaching out from the magazine shelves

magsfstWe are promoting the latest issue of Feast magazine with a simple acrylic fixture that places copies of the title in front of the magazine shelves – it makes it stand out ahead of other titles. This issue of Feast with the yellow cover is perfect for featuring from the crowd in this way.

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magazines
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