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

Author: Mark Fletcher

New circ. system for News coming to Victoria

Following our successful implementation of News Ltd’s new circulation and subscriptions solution to Northern Territory News in July and New South Wales last year, the company is now preparing to implement at The Herald Weekly Times and The Geelong Advertiser in Victoria during November. This is a good move as it brings subscription handling a step closer t a national solution.

Newsagents will need to have the current release of their software to be able to work with this new subscriptions system.

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Newsagency management

Cakes with the Cake Decorating partwork

Here is another way we sought to make additional sales from the Cake Decorating partwork. Notice the cakes? They are soaps – made to look like delicious cakes. While from completely different categories, the products compliment each other.

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Gifts

Promoting the 2013 Women’s Health Diary

I love the collateral provided for supporting the 2013 Women’s Health Diary. Our team has used it to feature this pillar-based display facing shoppers as they enter the business.

We also have the diary with women’s magazines as well as with our 2013 diary range.

The 2013 Women’s Health Diary has become a vitally important diary in the newsagent diary range. Giving it prime display space is worth it for the social responsibility connection as well as sales.

While it’s early days, diary sales this year are nicely ahead.

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magazines

Promoting real Living

We are promoting the latest issue of Real Living magazine in-store with this aisle end display as well as a half waterfall in with our home and living titles. This display is seen by all shoppers as they head to purchase newspapers or magazines.

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magazines

Do you want to save time on magazine statement reconciliation?

One of the future benefits of a new XchangeIT platform pitched to newsagents around four years ago was computer-based reconciliation of magazine distributor statements.  If my memory is correct this was pitched at the ANF conference in 2008.

For years, newsagents have told me this is something they want. I have supported it to XchangeIT on their behalf.

When asked at regular review meetings with the software companies established by XchangeIT earlier this year what they can do to add value to newsagents, my colleagues at Tower Systems have pushed for the implementation of computerised magazine distributor statement reconciliation.  The time saving and business management benefits to newsagents would be considerable.

I was disappointed to discover recently that within XchangeIT the message of support for this initiative has become diluted or lost. Indeed, the report back through the XchangeIT business was that there was no appetite among the software companies or newsagents for the implementation of computerised statement reconciliation.  Whoever put this position has ignored the consistent support for the initiative by me and Tower Systems on behalf of newsagents.

XchangeIT is a boon to magazine distributors and publishers, saving time and delivering access to data at no cost. I think it is essential it improves the benefits it delivers to newsagents.

Computerised reconciliation of statements could mean that newsagents who do not reconcile today can do so cost effectively and those who do reconcile today could save hours every month.

To make the process work, newsagents would need to report variations in supply (over and under) through their software. This would sure beat reporting it in any other way. The result would be more accurate business data, time saved and greater certainty around statement reconciliation and amount owed.

It’s an enhancement that should / could be delivered without cost to newsagents.

So, newsagents, what do you think? Do you support the idea of computerised account reconciliation? Please post your comments here…

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Newsagency management

Go ahead and read all you like in this newsstand

There are plenty of newsstands like this on the streets of Shanghai. This city has a population or around 22 million so the market is there. These newsstands appear to be the only newspaper / magazine outlets from my few hours on the street. I certainly did not see newspapers and magazines in c-stores, cafes or coffee shops.

What I loved about this particular newsstand was that the operator had no qualms about people reading the product. Nice customer service … I see a lot of that in China.

You can click on the image for a larger version.

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retail

Scratchies in Shanghai

Check out the shop selling scratch-it lottery tickets I saw yesterday here on the streets of Shanghai.

Stuck on the board to the left of the door are scratched tickets. I am not sure why they are there.

this is the only shop like this I saw while walking around town.

Fascinating. you can click on the image for a lager version.

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Lotteries

Leveraging AFL ticket sales

For the last few weeks we have been promoting AFL team plush and towels at the counter next to where we are selling AFL finals tickets. This move is another example of how we try and drive greater value from ticket sales. For every major traffic generator we do this – keep looking for items that will appeal to the people visiting for a seasonal or some other high-traffic occasion. It works, often delivering bonus margin dollars for the business.

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Gifts

Beijing newsstand

Check out the newsstand I saw on a main road in Beijing yesterday.  This is the first newsstand I have seen here. It reminded me of what I have seen throughout Europe. In convenience stores, supermarkets and other outlets so far – no newspapers or magazines. Nor on the streets but then I have seen but a tiny fraction of the country.

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Newspapers

Good future of newspapers / journalism discussion

For those interested in commentary and discussion on the future of newspapers and the future of journalism (two different things), check out the article at gigaom about an interview by New York Times media writer David Carr.

The article reports on an interview with Carr on CBC Radio in Canada. You can listen to the interview here.  It’s a fascinating consideration of the future of journalism and touches on the future of newspapers.

Interviews and articles like these are useful since the challenges of disruption faced by print newspapers and professional journalists are not dissimilar to the challenges we newsagents face in the traditional model of our businesses.

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Media disruption

Moshi Monsters is a strong brand for newsagents

The range of Moshi Monster plush we have in-store is working a treat for us – just like the Moshi Monster magazines and cards. Moshi Monsters is a money-making brand for newsagents and since our plush sales are so strong – $1,000+ a week – it made sense for us to extend our reach of support for the brand.

The other thing to like about Moshi Monsters is that while the brand appeals primarily to kids, there is a growing adult support for the brand. Oh, and once someone is engaged with the brand, they talk about and this sends their family and friends looking for Moshi Monster themed gifts.

While the items in the photo are part of our plush offer, I class them also as collectibles – a segment of our business on which we seriously focus because of the value we get from it.

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Gifts

Promoting Women’s Health Training Guide

We are promoting the Women’s Health Training Guide in front of Women’s Health magazine. We know from previous issues of the Training Guide that this is the way to do it. We usually sell out without any difficultly, before we have to pay the invoice for the magazine.

Timed for Spring, we are planning for the Training Guide to feature in our Spring promotion in a couple of weeks – for this we are bringing products together from several categories for a bright and fun display.

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magazines

What’s the shopper and employee theft situation in your retail newsagency?

News Limited outlets reported last week that retailers in Queensland claim a 70% increase in shoplifting (theft) over the last six years. Russell Zimmermann of the Australian Retailers Association was quoted:

“Retailers end up having to put the cost of theft into their business and it then behooves the public, if they realise there could be theft going on, to alert the retailer.”

Queensland has the third highest rate of shoplifting in Australia, behind NSW ($2.3 billion) and Victoria ($1.9 billion).

While I have not seen the 70% increase reported, I have seen an increase – not only of shoplifting but also fraud by employees. Indeed, tracking employee fraud is something I am often asked for help with by newsagents. Some of these cases are shocking in their magnitude.

Through the newsagency computer systems there are steps newsagents can take to track and protect against theft. My challenge for newsagents today is: what are you doing about managing theft in your business? If it is not part of your management plan it needs to be. Talk to your software provider and get their best practice theft management advice.

From a theft policy to regular spot stock takes to password management to tight cash control, there are steps newsagents often ignore that could save tens of thousands of dollars in business expenses.

This is something completely within our management control.

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theft

Shopper interest in webstore – newsagent parcel collection service

We have been promoting the ParcelPoint parcel pick up service at the sales counter with the placement of this brochure. It’s generating interest, letting shoppers know that we can be a collection point for online purchases.

If consumers ask their online shopping suppliers to offer ParcelPoint collection then we can expect to see parcel business grow. Being freight company agnostic means parcelPoint can develop more relationships and therefore get more coverage for the hundreds of newsagents in the network.

Click here for details on ParcelPoint.

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Newsagency opportunities

Sometimes the free gifts all look the same

I understand the value of a good gift with a magazine to help drive sales. It is especially useful in drawing attention to one title over a competitor. Sometimes, the gifts all look the same (even if they are different), thereby losing the point of difference factor in driving sales of one title over another.

With the gifts associated wit the current issues of Madison, InStyle and Harper’s Bazaar all looking the same I wonder what shoppers think. Of course, publishers can’t co-ordinate gifts, I understand that. When we encounter what we have today on the shelves we try and separate the titles – if space permits.

I want the sales lift a good gift can bring.

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magazines

WARNING: Ukash scam

Newsagents are being called today and have been called over the weekend and asked to print our a Ukash voucher. Some callers say they are from ePay. This is a scam.

  1. Never print out a voucher.
  2. Never give over a voucher to anyone unless they have paid you for it to the full face value.

There is a good Tumblr site with more about Ukash and related topics such as scams.

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Ethics

Light blogging this week from China

I am in China this morning, in Beijing and about to head out for the first event in a Trade Mission organised by the Victorian Government. My software company was invited to participate in pursuit of sales opportunities to independent and small retailers here.  There are 600 delegates here from 400 companies. Plus the Premier and several ministers. It’s the biggest ever trade mission from Victoria and my first.

We will be covering five cities over the next five days before a couple of days in Hong Kong and business elsewhere in Asia for three days. So, blogging could be light. I have racked up some posts ready to go on topics I think will interest newsagents. I’ll be in daily contact with my newsagencies and other colleagues and will try and publish posts to help facilitate the conversations we have here.

Here is part of what Business Victoria has published about the trade mission:

The Super Trade Mission to China is the largest ever to leave Australia’s shores. China is Victoria’s largest trading partner and is a major engine of global economic growth. As China’s economy grows and its appetite for sophisticated consumer products develops, Victorian organisations offer a safe and superior range of goods and services for the China market.

This historic mission allows participants to gain a first-hand understanding of China’s market dynamics and give them the opportunity to showcase their organisation and forge new connections with potential qualified customers, business partners and investors.

This mission strengthens the Victorian investment relationship with China significantly and generate substantial new opportunities for both economies, as well as additional exports and jobs for Victoria.

Participants represent industries of strategic importance to both Victoria and China including: automotive, aviation and aerospace, cleantech, education, food and beverage, ICT, life sciences, mining equipment and technology services, professional services (including financial, carbon markets and healthcare), sustainable urban design and tourism.

While I am here for my software business, I also plan to take in the retail situation and learn from the opportunities in this rapidly growing economy.

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Blogging

When customers buy your collateral

We had a customer, a grandmother, in last week wanting to purchase one of our posters promoting The Blob – an iPhone / iPad / sat. nav. stand sold exclusively through newsXpress. She wanted the poster because her grandson is (lovingly) called Blob. She wanted the poster for his room as a gift.

We sold her an A1 poster for $10.00. She was thrilled. We were thrilled too.

I know we are not the only newsagency to be approached by customers wanting to purchase marketing collateral. We’ve had it before ourselves with One Direction and Bieber themed posters. This time we were especially excited as it’s a product no one else has and this request boosted the hype have been nurturing.

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newsagency marketing

Making the most of the Cake Decorating opportunity

We have sold more than 110 copies of the Cake Decorating partwork and are contemplating ordering more stock as we are very close to selling out. We are making the most of the opportunity by placing additional food titles next to this second location of the partwork near newspapers.

I firmly believe that we create our own success and that this starts with personal accountability. These beliefs see us use highly advertised products, like cake decorating, to sell other items. We do this by their location in store and product adjacencies. The result is a higher return from the launch issue prices at $1.99. Promote only the $1.99 item and you get a $1.99 sale. Promote it with other items appealing to the same consumer and you drive far more efficient business from the $1.99 appeal.

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Newsagency opportunities

Promoting Grand Designs

We have been promoting the latest issue of Grand Designs magazine with this placement with weeklies. Yes, the issue is more than a month old. We know from the launch issue that it sells through the on-sale … hence our continued promotion.

Too often, newsagents only promote a title early in the on-sale – some respond eight and more weeks in.

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magazines

Marketing tip: promote your brand

Newsagents push a bunch of different brands through their businesses and I am not talking here about branded products. Think about shopper bags, uniforms, name badges, the shingle above the door, the floor mat, in-store signs, magazine headers, department place signs, business cards, vehicles, in-store radio, receipts – what is the brand on all of these. It should be the one brand on all, the brand under which you trade.

I have seen a newsagency recently promote their business under three brands across the mediums I list above. This confuses shoppers and dilutes the brand message of the business.

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marketing tip

Management tip: Learning from a US department store about customer service

I was fortunate to hear Jamie Nordstrom, of the great Nordstrom department store group ($10B in annual sales) speak at the shop.org conference earlier this week. He was there to talk about their highly successful engagement across a range of platforms and formats, to share insights into tech strategies they are using in their omni-channel model.

But it was not the tech stuff that engaged Nordstrom the most. He was his most passionate when talking about customer service, something Nordstrom has been known for for decades.

For the most part, Nordstrom does not have unique products . The Nordstrom point of difference is customer service. It’s embedded in their DNA.

  • The have pushed decisions to be as close as possible to their customers.
  • They talk with their customers across multiple platforms.
  • Their use of Facebook, Twitter and Pinterest is authentic, smart and customer-focussed.
  • The invest considerably in employee training.
  • They believe that great customer service makes price less of an issue.

We don’t have unique products in our businesses, only unique customer service.  Nordstrom attributes its exceptional growth to their focus on customer service.  Each experience have had shopping there was memorable.

The question I ask myself and all newsagents should ask themselves is: what can I do to improve our customer service?

Nothing earth shattering, nothing new here. However, the extraordinary same store growth at Nordstrom suggests they are getting this customer service thing right.

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Customer Service

Promoting with newspapers

We are promoting the latest issue of Better Homes and Gardens magazine along with Best Ever Recipes with newspapers for the next week.

This is a prime location for us in driving impulse purchases. We know BHG works a treat here. Our hope is that Best Ever works just as well – this is a challenge because of the high cover price but it’s more of a book than a magazine.

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magazines

Co-locating some food titles

We are giving some food related titles additional support with this placement directly below weekly magazines. This is a category that works well for us so extra coverage is certain to help achieve incremental business and that;s what we want from the additional commitment.

We have selected titles for this spot that people will not be seeking out – we are chasing impulse purchase business.

We’ll leave this up for two weeks.

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magazines

A newsagent has never heard of Quarterly Essay?

Ever since the David Marr report about Tony Abbott in the latest issue of Quarterly Essay made the news this week we have had the title in prominent display with newspapers. We will sell out of the initial allocation and have ordered more stock.

We made a sale today to a customer who had come to us after another newsagent had told her they had not heard of the title. While I am thrilled we won the business, I am disappointed to be connected to someone who did not even take the time to provide even basic customer service.

This story represents the weakness of our shingle, that our business is tied to another providing such poor customer service. Businesses with the shingle are only as good as the worst operator. We let ourselves down yet we ignore this and complain about our suppliers as the cause.

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Newsagency management
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