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

Author: Mark Fletcher

Not all newsagents are the same when it comes to magazine returns

If what I have heard is true, Newslink newsagents are not required to return unsold copies of magazines.  Entering returns data is all that is required for them to be provided with credits.

No returns processing in-store.

No freight shipping unsold stock back to the magazine distributors.

How would you like that fellow newsagents? Not having to return any unsold magazines?  In my own situation, I would save more than $4,000 a year on freight and at least $2,000 a year in labour.

I suspect that my magazine cash flow situation would improve too since the magazine distributor would not be able to charge their usual returns processing fee they would take more care in determining supply.   My guess is that this would see my magazine bill drop by around $4,000 a month without any negative impact on sales.

So, yes, I would love not having to return unsold magazines.

If my information is right and Newslink newsagencies do not have to return unsold magazines then why are other newsagents treated differently? If I am right, what will we do about it?

Of course, as I noted here in December, there is a question over whether Network Services can force newsagents to do full copy returns of non ACP titles.

Gordon and Gotch and Network Services ought to make a statement on this, so that all newsagents know the truth.  I’d be happy to publish a retraction if my information is wrong.  Likewise, I’d be happy to lead the revolution of newsagents if I am right.

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magazine distribution

Trivial Pursuit drives Herald Sun sales

Yesterday I saw an excellent example of the Trivial Pursuit promoting driving Herald Sun sales.  Several customers purchased multiple copies of the newspaper, saying it was for the Trivial Pursuit card.

If I had more time I would have asked whether the copies were for friends of themselves.  If themselves then the copies purchased will drive audit numbers but not advertiser results.

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Newspapers

Some magazine customers chase free gifts

We received a call yesterday from a customer asking if we had a specific certain magazine which came with a free gift.  They wanted this specific gift.  They were chasing a free pack of makeup and wanted a certain colour.  When I advised that we had sold out they said that I was the twentieth newsagent they had spoken to.

Weird.  Twenty phone calls and all that time chasing some free make-up.  I imagine that my caller was not the only one interested in the gift.  Maybe her call was an example of much bigger word of mouth.

I started to wonder if there is something I am missing about these free gifts that people would spend an hour on the phone chasing and then be prepared to drive 10 or 15 kilometers to pick up (as my caller would have had to do).

Are the deals really worth it.  Some can be I know but make up?

I guess that sometimes the desirability of a gift can go beyond the counter value of the gift itself.  It all depends on how the gift is promoted and maybe a celebrity connected with the promotion.

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magazines

Great sales news from frankie

The folks behind frankie magazine issued a press release today announcing excellent growth…

frankie magazine’s phenomenal growth spurt continues, with sales up a whopping 32.57%* year on year. This makes frankie the fastest-growing magazine in Australia, a title it’s held for the past three audit periods.

And the result – released today as part of the ABC Aust ANPS Audit Jul-Dec 2010 – has given the frankie team yet another reason to smile. They’ve cracked the 50,000 issue mark and now sit at 50,832*, with a total readership of 199,000 (RMR).

Regulars here would know that I love frankie magazine.  The sales growth it is delivering for newsagents is phenomenal and against the trend of so many titles.  Well done frankie!  We have successfully used frankie to drive sales of other titles by careful placement with the popular title.

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magazines

Thirteen ways newsagents can combat declining sales

As the latest newsagent sales benchmark study indicates, newsagents experienced a difficult Christmas and fourth quarter of 2011.  While we each need to reflect the current conditions – economic challenges and structural changes – in our own business plans, there are steps we can take immediately to improve sales.

Here are thirteen simple and low cost steps newsagents can take to arrest declining sales or improve sales if they are not experiencing declining sales:

  1. Rebuild your sales counter.  De clutter.  Think about every item you put on the counter and behind the counter.  Have a plan for moving the items around.  Look at your counter from the customer’s perspective.  Ensure that you are showing customers on the counter and behind the customers – especially at eye level – what you want them to buy.
  2. De clutter your shop floor and shelves.  Walk through the store from a shopper’s perspective.  Make paths easy to navigate.  Make what you want to sell obvious.  Newsagents are great at buying (or being sold) stock and lousy at selling.  Less can be more.  Less stock on the shop floor can increase sales.
  3. Promote deals.  Between the front door and your top selling hot spots and the sales counter, ensure that you have strategically placed deals – preferably in dump bins. Promote on price and create an impression that yours is a GREAT DEAL place to show. Talk to your suppliers about end of line or other exceptional deals they may have which work with your plans.
  4. Remove all old stock.  If something is more than six months old discount it or throw it out – unless there is a very good reason it should stay.
  5. Undertake a magazine relay based on your sales data.  Build better title adjacencies. Create more more shopper friendly zones. Support better selling titles. Cull dead titles.
  6. Refresh your greeting cards.  Contact your major card supplier. Have them undertake an urgent review and develop a re-plan as a result of this review.
  7. Make business decisions.  Look at the return from each department and category in your business.  Make tough business decisions based on your data.  Maybe you are carrying departments or categories which do not justify the investment.  be prepared to make tough decisions.  Also plan for what you will place in the freed space.
  8. Use your top selling items.  Look at the top ten items in your newsagency by unit sales.  Brainstorm other products you have which could be easily promoted with these. develop a plan to use your top selling items to lift sales of other items.  For example, it lottery products are your top seller, what are you promoting with lottery products.  yes, your sale people need a simple pitch. If they resist, ensure that they understand the business imperative.  If you resist, sell your newsagency as you are not a hungry enough retailer.
  9. Community engagement. Through a local area marketing campaign (talk to your marketing group for ideas) engage with local community groups and charities.  Mobilise their members to promote your business.Your local connection is a key point of difference you have over national supermarkets and other businesses which may be competing with you. Create offers for community groups.  Speak at their meetings.  Find ways to engage and encourage their support.
  10. Use your business data.  If you have a Point of Sale system, use it.  Make sure that you know what business decisions you can make from it. get your data checked and tested by your software supplier for quality.  Have them tell you what decisions you could make based on your data.  they should do this for free.
  11. Refresh displays.  Ensure that you promote with excellent value based displays as customers enter AND leave.  Too often displays are one sided and the exit opportunity is missed.
  12. Establish new rules.  That you, the owner or manager, must approve all orders.  That all staff wear uniforms and badges. That up-selling at the counter is part of the business.  That all supplier reps MUST make appointments. That all supplier reps stop placing orders – use your computer system to do this. That ALL SALES are rung up through your software. No eating or drinking at the counter by staff.  No mobile phones at the counter. No stool at the counter.
  13. Clear up your front window. Let people see into your store.  Be proud.

Share these ideas, discuss them, challenge them, add to them.

This list of ideas is by no means difinitive.  Consider it a starting point.

It is easy to complain that sales have dipped. Smart business people see the numbers and act.  How about you?  Start today.

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Newsagency benchmark

Christmas card sales dip

Greeting card sales in newsagencies dipped 4.3% in December 2010 compared to December 2009 … based on the newsagency sales benchmark study I have just completed.  This decline in unit sales in December is steeper than the decline seen for the December quarter.

More than 75% of stores participating in the sales benchmark study recorded a decline in card sales in December.  The average increase of the 25% of stores reporting an increase was 2.3%.

I put the greeting card sales decline down to the pre Christmas interest rate rise, consumer uncertainty which was a theme for all of 2010, increased messaging by text and social media and lack of promotion of the greeting card category to educate consumers about the emotion of sending a greeting card as opposed to a text message.

While it is too early to say, my sense is that greeting card publishers and retailers should team up to promote cards to consumers.  You do not want to be wishing this had been done when it is too late.

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Greeting Cards

Promoting I Love Magazines

ilm.jpgWe are promoting the ACP I Love Magazines campaign with this coupon on customer receipts.  The coupon / ad is being included on all receipts for the duration of the promotion -directly from our newsagency software.  I love the campaign as it is designed to drive traffic to newsagencies.  The campaign encourages consumers to indulge their passion for magazines.  There are cash prizes for shoppers as well as for newsagents.  It’s  a terrific campaign to kick in now that the school year has started and we are all getting down to business.  Kudos to ACP for running this promotion and for providing participating newsagents with such an excellent range of collateral.

Newsagents using the Tower Systems software can download the coupon for free from the user area of Tower website. Other newsagents who want to use the coupon should email me and I will send it to them.

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magazine distribution

Check your business insurance

In the light of experiences newsagents have had and are having with insurance as a result of the floods and some experiences from Victoria following the bushfires two years ago, now is a good time for newsagents to check their insurance coverage.

Ensure that you have coverage for all of the events appropriate to your business.  Ensure that your stock value is accurate.  Ensure that your fixtures value for replacement is at the level it ought be.

The last thing you want is to find that you do not have enough coverage when you need it.

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Newsagency management

ASIC bans Bill Express related director for 4 years

ASIC last week based Sandro DiDonato from being a director for four years because of matters relating to the collapse of Bill Express and OnQ.  Check out the report in The Sydney Morning Herald.

I June 2008 I blogged about Sandro DiDonato and his role in a web of companies related to Bill Express.

It will be interesting to see if any of the Bill Express directors are ever held accountable.

Newsagents lost millions of dollars from Bill Express,  They were led into the bill payment business by the ANF without any due diligence and buckled in the face of high pressure selling techniques – locking them into five year contracts.

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Bill Express

Amazon windfall from online coupon campaign

Amazon offered a $20 gift card for sale through LivingSocial, a 1-day deal website, for $10. 1.35 million people grabbed the deal.  People grabbed it too: more than 1.35 million of them.  Analysts are saying that while the discount was steep, Amazon got more value from the buzz of the deal than it cost in the discount given.  Then there is the breakage – the gift cards which are not used.Finally, Amazon recently invested in LivingSoial so they are boosting their investment.

What is interesting here is how deals are now promoted.  Companies used to pay for advertising in TV and in newspapers and magazines to promote special offers.  In today’s world, smart companies are using sites like LivingSocial and Groupon and their communities to drive more immediate success for their deals.

Here in Australia, deal a day sites are still in their infancy.  I’d encourage newsagents to check them out.  They can offer a low cost marketing opportunity.

The New York Times has published a piece offering perspective on the Amazon deal.

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Media disruption

UK supermarket brings beauty salon to supermarkets

Giant UK supermarket group Tesco is launching a chain of beauty salons, with reports suggesting up to 70 salons by next year.

This is interesting on a couple of levels: the competition from a major retailer to a previously independent service offer and the extent to which a business like Tesco can and will evolve from its traditional model in order to achieve growth.

The second point is the more interesting from a newsagent perspective since we need to be discovering new revenue and traffic generating opportunities for our businesses.

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Newsagency challenges

Have you heard of Groupon?

Groupon is being hailed as the next big online ‘thing’. It attracts business from companies which would otherwise have used traditional media to reach consumers.

Groupon launched in 2008. It’s a deal-of-the-day website that is localised to major markets in the US, Canada, Brazil, Germany, France, the UK and a bunch of other countries. It offers one Groupon each day for each of the 150+ locations it serves. Businesses use the service as they would advertising except that with each Groupon there is a clear call to action.

The company just completed another round of funding which has resulted in the business being valued at around US$4.5buillion.  Not bad for a start-up from 2008.  We are going to hear a lot more about Groupon and the look-alike companies in this offer a day space.

I have been signed up for Groupon for a while.  The deals which come through, while not available here, are fascinating.

Zoupon is an Australian site which plays in the same deal a day space.

In a related story, Amazon last week launched an iPhone App which offers daily deals.  This and Groupon are examples of new channels for promoting specials and sales.

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marketing

News Limited lets newsagents down on price rise

News Limited has announced a price rise for the Sunday Telegraph and while newsagents will welcome this, I am sure they would prefer a price rise for the Daily Telegraph.  While News has taken care of itself with advertising rate rises over the last ten or twelve years, they have condemned newsagents to be the working poor with no cover price increase in that time.

In the ten or twelve years that the Daily Telegraph has been $1, newsagents have faced many wage rises, rent increases and operating cost increases.  Also, in that time, News has pushed its product into more retail outlets, taking traffic away from newsagents.

That News has increased the cover price in line with even CPI is appalling behaviour against small business newsagents and other retailers who sell this product.

Footnote: the timing of the announcement of the Sunday Telegraph price rise is disappointing.  many newsagents would have preferred to know of Sunday so that they could let their customers know.

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Newspapers

Challenges for newsagents with emerging newspaper and magazine subscription models

Next Issue Media, the digital publishing consortium of Condé Nast, Hearst, Meredith, News Corporation, and Time, Inc., commissioned research into publishers might leverage the opportunities
presented by digital platforms.The resulting White Paper is a must read for distribution newsagents and those representing them.

Next Issue Media is starting with magazines and plans to have their digital newsstand operating for the coming US Summer – as reported by Paid Content a couple of days ago.  Newspapers will make it to this platform.

Music publishers tried hard to maintain control of their distribution channels six years ago with modest success.  It will be interesting to see what happens with print.

In the meantime, newsagents have more information now available in the public forum with which to consider their own plans and the context of print media products within those plans.  No, I am not saying print is dead. What I am saying to distribution newsagents is – be fully aware of what is happening out there and make decisions which are right for you and your business.

Those representing newsagents in negotiations / discussions with publishers need to be across the Next Issue Media moves and similar moves by others.  If any of what I have written here is news to them then I would be concerned.

PS. be sure to watch the videos on the next Media website.

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Media disruption

Advice from Network Services for flood affected newsagents

Network Services has published the following magazine distribution update for flood affected newsagents:

Network Services will continue in our attempt to get stock to you and keep you updated with our progress. At this stage we are very pleased to announce we have been able to successfully source alternate transport options for some parts of the state, with a number of weekly titles being flown into the far north to ensure delivery is made in a timely manner.

Details of our plans for Monday’s delivery are outlined below:

Far North Queensland:
We are in the process of moving some stock to you via air-freight in order to bypass flood waters. As a result we currently expect titles to be on-sale Monday close to normal including the key weekly titles – Woman’s Day & TV Week. Please note this is the plan at this point and is subject to the availability of airfreight slots – as you can appreciate capacity is limited & critical supplies have priority. Grazia & NW we expect to be on-sale Wed as usual.

Country:
This area is still a difficult one for our trucks and drivers. While some key line haul routes are opening (especially to the North) others remain closed. Additionally there are significant localised closures effecting access to & through key communities. We will deliver all products scheduled for on-sale Monday where possible.

Metro:
At this stage you should receive your deliveries on or close to the usual schedule – including Woman’s Day & TV Week.

Again we apologise for supply delays caused by recent events. We understand how important supply is to all businesses at this time, it is for this reason we wish to reinforce that supply has not been preferential. All supplies have been and will continue to be shipped to all businesses (regardless of type, size, sales volume) as soon as safe passage is available, the only factors influencing supply at this stage are the availability of drivers and safe access.

NOTE – We are currently attempting to contact all retailers and agents whose business’ or towns have been inundated by flood waters. This is order to discuss how we can best assist you during this difficult time. If you have not yet been contacted we ask that you call our Flood Assistance Hotline on 1300 131 169 and select Option 1.

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magazine distribution

The Age cares less about the Australian Open

age-jan152011.JPGHow nuts is this!  The editorial folks at The Age newspaper put in a ton of work in bringing together coverage in advance of the Australian Open tennis tournament this week.  Someone in marketing decided to have a stuck on note stuck over the promotion on the front page of the newspaper promoting their Australian Open coverage.  The stuck on note is promoting up to 75% off the cover price for home delivery.  Marketing beats editorial again.  Marketing also beats newsagents – these subscriptions some at a huge cost to the newsagency channel.

These stuck on notes were not on all copies of The Age in each of my newsagencies.  We must have got some home delivery stock – the circ. people at The Age would not want existing customers to know that there is a better deal.  No, they would rather convert a full fare paying retail customer to a cheap-ass home delivery deal which has a much higher fulfillment cost for the newsagent.

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Newsagency challenges

Great calendar sales

calendars-jan15.JPGBeing the only calendar outlet left in the shopping centre is great for sales.  The photo is of most of our range as at yesterday. We will sell out without dropping our price below 50%.  Even at this discount we are in excellent shape thanks to great buying.  What a terrific calendars season it’s been!

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Calendars

Customers responding to flood appeal at the counter

flood-appeal.JPGJust as we found with the Victorian bushfires appeal, we are finding our customers responding positively to the collection of funds for donating to the Queensland Premier’s Flood Appeal.  From small change to lottery syndicate wins of $10 and more, money is getting dropped in.  This is wonderful to see.

We are using a transparent container so that the amount collected can be seen by all.  The container is tethered to the counter to protect against theft.  Our notice advises customers that we will post receipts to show what has been donated.  Customers loved this transparency during the bushfire appeal.

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Social responsibility

ACP Magazines raising funds for flood relief

ok-floods.JPGKudos to ACP magazines for donating ten cents from every copy of their weekly magazines sold over the next week to the Premier’s Flood Relief Appeal. Participating titles include Woman’s Day, Take 5, NW, TV Week, ZOO Weekly, OK!, The Picture, People and Grazia.  Staring with OK! which went on sale yesterday.

The total circulation of these magazines is in excess of 1 million copies each week.

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magazines

NANA assembles flood crisis team

Well done NANA for assembling a flood crisis team.  Here is a copy of the announcement:

“Become part of the NANA “Crisis Crew”.

The recent Floods have again highlighted the need for a register of qualified and experienced newsagents to assist where and when a catastrophe hits our industry be it a singular event or the current floods.

Some might remember many years ago the Newcastle Earthquake. NANA was quick to respond with help running shops allowing those agents affected to be able to clear damage from their homes. There have been several instances since including in recent times the Epping Newsagency tragedy.

NANA is therefore appealing to any newsagent working or retired who would be prepared to be a part of our “Crisis Crew” and with the current disaster, be prepared to travel to flood affected areas assisting the local agent by relieving in the shop thereby giving the owner the opportunity to clean up at home or assist a neighbour. NANA would cover travel and accommodation costs to a reasonable level.

• If you personally or you know of an Newsagent who needs help or,
• If you would be prepared to be part of the “Crisis Crew” ,
Please call NANA Services on 02 9744 0400 or email gary@nana.com.au.”

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Social responsibility

Who magazine first out with flood pictures

who-floods.JPGThe latest issue of Who magazine which went on sale yesterday is the first out with pictures from Queensland’s floods.  We have not done a flashy display to push sales.  Rather, we have the magazine placed with newspapers so that the full cover can be seen and the issue easily browsed by those who may not usually purchase Who.

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magazines

Advice for newsagents getting back into their businesses after the floods

Tower Systems published the following advice earlier today for newsagents using its newsagency software and getting back into their businesses following time away because of the recent floods.

Magazines
With truck routes dramatically affected, a lot of newsagents have missed their usual magazine deliveries. This advice outlines what to do when the stock does arrive in-store.

1. Arrive magazines via EDI.

You may find that not all of your magazine bundles have been delivered, so it is best to print a Pending Invoices report (by selecting the invoices to arrive, then clicking the ‘View’ button at the bottom and printing that report) before you arrive the invoices. This will give you a list of what you should have received, which you can compare to the delivery labels showing what you actually received. You will then have a list of magazines to process shortages for.

2. Process multiple returns in order.

You may have received several returns forms from magazine suppliers but not yet been able to process any returns through Retailer yet. The best process for this situation is to scan all of your returns into Returns Scanning as normal, then process the oldest returns form first. Don’t change any of the Early Returns, Retailer will work them out correctly to ensure you receive credits on time. (Don’t press the ALL button in the Early Returns screen.)  Print the forms and create the EDI returns file as usual, then process the next returns form the same way for that supplier. Ensure you always process the oldest form first.

When you return Network stock, make sure you print all of the forms from NetOnline, and include all of the appropriate barcoded labels on each box.

Newspapers
To ensure that customers are not charged for newspapers that were not delivered, a Non Arrival should be added.

1. From the Main Screen of Retailer, go to Stock Maintenance  Receipt of Stock  Non Arrivals.

2. Click ‘Add Non Arrival’.

3. Type the PLU for an item that didn’t arrive, select the date that it didn’t arrive, then click ‘Save Non Arrival’.

4. Repeat steps 2 and 3 for all other items and dates necessary.

Customers
If you didn’t print Customer Statements on December 31/January 1, our recommendation is to do the weekly billing as normal (make sure you’ve done the Non Arrivals first!), then print statements at the end of January and print a two month statement (covering Dec and Jan). Any payments made during the period will still appear, so the only difference will be a higher than normal total balance.

Subagents
To ensure that subagents are charged correctly, it is best to go into the All Orders grid for each subagent and change the Number Delivered to zero for any items that the subagent did not receive.

Non Arrivals will only affect subagent orders if the orders had not yet been generated when the Non Arrival was added.

Write-Off stock
If you have any water-damaged stock, use the Write-Off Stock function to ensure your stock holding figure is kept up to date. You could also print the Write-Off Report for a list of the damaged products. Refer to Advice Sheet G08.

Other recommendations
1. Take photographs of water-damaged stock before throwing it away.

2. Take photographs of water-damage to the store’s fixtures and fittings.

If water entered the store, even if it didn’t touch any equipment, have a professional technician check all of the equipment. There may be an issue further down the track with moisture build up.

In addition to emailing this advice, it was provided RSS feed directly into our software in each user location.

I am posting it here given that some newsagents are yet to get back into their businesses and collect emails.

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Newsagency challenges