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

Author: Mark Fletcher

Why the increase in Golf Magazine Gotch?

Magazine distributors control what newsagents are supplied, the terms under which the titles are supplied and often control when we are able to return the product. Their absolute control over the magazine supply model comes with an obligation to treat us fairly and in a way which enables us to make a living from what they supply.

Fewer newsagent make a living out of magazines than ever before.

golf-magazine.JPGWhen I took off 4 copies the old issue of Golf Magazine and replaced it with 8 copies of the new issue I wondered why Gotch increased us from 5 copies to the 8.  There is no reason in our sales data.  Sure I could call but I should not have to.  The answer should be obvious since they have decided to risk more of my money on this extra stock – and on the last day of the month.

As I have blogged before, even one extra copy of a title which is not justified in the sales data is one copy too much- especially when you project the impact of this behaviour across the channel as a whole.

Newsagents need to match up their sales by distributor against the payments they make to each distributor over the last year and see in glorious colour the impact on cash flow of the magazine supply model.  I will write more about this soon.

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magazine distribution

Promoting the Julia Gillard issue of Women’s Weekly

aww-july2010.JPGWe are promoting the latest issue of Australian Women’s Weekly at the busiest point of our sales counter.

I chose the counter location because of the Julia Gillard profile which comes with the magazine – I expect it to sell well.

While we may lose some impulse business for the regular mix of ACP titles which would usually be in this display unit, the change will be noticed by regulars who have probably become store blind to the same old layout for the last couple of years.

The counter display is in addition to an in-location display.  It is already driving good impulse business.

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magazines

Better Homes & Gardens and Better Basics chase school holiday business

bgh-bb1.JPGSchool holidays bring plenty of new customers to any shopping centre.  We are no different and while we have some great holiday deals on our dance floor, I decided to promote the latest issue of Better Homes & Gardens along with Better Basics out the front of the store for the next few days.  My reasoning is that we will see more mums shopping in the holidays who would usually be at work.  These are the people we want seeing the titles.

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magazines

Second Newsagency of the Future workshop in Melbourne

I am running a second Newsagency of the Future workshop in Melbourne next Friday, July 9 at the Geebung Polo Club, 85 Auburn Road, Hawthorn East – at 11am. The session is open to newsagents as well as newsagent suppliers and its free.

Come along for a robust discussion about the future of the channel.  I’ll also be sharing insights from speaking with more than 300 newsagents over the last two weeks at these sessions.

Click here to book a place.

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newsagency of the future

Why the MPA is a missed opportunity for newsagents and magzine publsihers

Around six years ago, the MPA (Magazine Publishers of Australia) produced some excellent resources on magazine layout in newsagencies. They also provided in-store resources to facilitate a relay of the magazine department to fit with what the MPA considered best practice.

Today, the MPA is more focused on pitching the magazine medium to advertisers.

In diverting focus from how magazines are represented at retail to attractive advertisers, the MPA is missing an opportunity.

Australia is unique in having magazine specialists like newsagents. By not offering resources to this channel to drive best practice risks the further breakdown of the channel.

I’d like to see the MPA get back into the space of developing magazine department layout standards, offering newsagents resources to learn and embrace these and facilitating the promotion of newsagencies as the go-to retailers for magazine range.

Chasing advertisers will be a wasted effort if the channel selling 50% of all magazines in Australia is left to drift.

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magazines

Move to ban super skinny models

The moved by the federal government to negotiate a code of conduct for the fashion industry around body image representation has made the news in Canada.   The Gazette has today publsihed a report on this.

I like the idea of every digitally modified photo carrying a clearly visible disclaimer.  In this day is more immediate access to news, authenticity is more important than ever.

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magazines

Pay TV on your iPad

For US$9.99 a month Americans can subscribe to Hulu Plus, a streaming video site, and get access to Pay TV like content for the iPad, iPod and a range of other devices.  The Hulu content includes full seasons of popular TV shows including Family Guy.  The Hulu announcement further plays with how we access news, information and entertainment and broadens the appeal of the iPad.

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Media disruption

The tax pack opportunity for newsagents

taxpack-2010.JPGNewsagents are the go to places for people to collect their tax packs.  This will drive good traffic over the next few weeks.  While some will groan at people asking for tax packs and not buying anything, smart newsagents will seize the opportunity and tactically place products next to the tax packs.

  • Use any wall behind to advertise a promotion.
  • Use the space on either size to promote offers.
  • Use the floor in front of the tack packs to promote.
  • Look at the route shoppers will take to get to the tax packs – what can you place along the way.
  • Make a coupon to give out to everyone asking for a tax pack – included a dated offer designed to lure them back.

What we make out of the tax packs is up to us.

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newsagency marketing

Tatts outage

If our experience is anything to go by I’d expect some frustrated Tatts retailers today.  Having terminals down on a $50 million jackpot day is costing sales.  At least we are not the only business affected.

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Lotteries

The problems with magazines from newspaper publishers

With more newsagents now trading as retail only newsagents and receiving newspapers as sub agents, there will be a great reluctance for newspaper publishers to take on more magazine distribution work.

With magazines at 25% margin struggling to pay their way I can see no upside in taking on magazines with a margin of 12.5%.  With shopping centre rent priced more than $1,000 per square metre, every magazine pocket has to justify itself.  At 12.5% this can’t happen.

This will be an issue if newspaper publishers take on the distribution of more magazines.

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magazine distribution

Is God really Dead?

is-god-dead.JPGNow that’s what I call a provocative magazine cover!   I realised the opportunity as soon as I saw Philosophy Now and placed it in one of the magazine pockets on our main newspaper stand.  I think it is important that we react to magazine covers which will generate interest, discussion and, yes, sales.  We need to be opportunistic at every chance we get.

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magazines

Harper’s Bazaar needs double the space

fhn_bazaar_jul10.JPGOut of necessity we have devoted two full columns to the latest issue of Harper’s Bazaar.  It was either that or store stock in the back room as there is way too much bulk for the usual space allocation.  The doubling of real-estate allocation means doubling the operational costs for the title – not that the publisher will care since we are not paid for real-estate.  Yes, I am annoyed.  A national retail chain required to double space allocation for a publisher would want compensation.  To create this space we have to trim space for other titles.  Hopefully, the free notebook and pencil with the title generate sales to make it worth it.

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magazines

Promoting Top Gear magazine

fhn_topgear_jul10.JPGThe simple in-location display promoting the latest issue of Top Gear is the fourth in a row we have done for the title.    Everyone entering the men’s magazine aisle sees this display.  Since it is working for us we don’t see any reason to change.  Sure, we will do the occasional counter or newspaper stand display but these usually run only for a few days.  It is this in-location display which works best for us.

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magazines

Schapelle Corby the cover girl selling New Idea

schapelle-corby.JPGThe Schapelle Corby cover story on New Idea has encouraged us to pitch this week’s issue next to our main newspaper stand.  We know from our sales history that Schapelle sells magazines in our area so it makes sense to chase impulse business with our tactical placement.  I expect to see people who would not usually purchase New Idea do so on the basis of our placement with newspapers.

We also have New Idea on offer near our main lottery counter as well as in its usual location with weekly magazines.

We will leave this display next to the newspaper stand in place until Friday.

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magazines

Promoting new look Burke’s Backyard

fhn_burkes_jul10.JPGWe are promoting the new look Burke’s Backyard in a high traffic area of the store – where newspaper, magazine and other customers will see the title.

The cover looks terrific and certainly draws attention.  Inside, the magazine looks refreshed.

We are using both sides of the display in the photo which stock available from each.

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magazines

50% success with OzLotto jackpot upsell

jackpot-50mil.JPGOur Sunday team found that 50% of the time they offered a ticket in the OzLotto jackpot they were successful.  The offer was only put to customers at the counter who had not purchased an OzLotto ticket.  Knowing the hit rate is encouraging to others on  the team since they know that 50% of times the offer is put they should expect to get the extra business.

While Tattersalls prefers to manage by regulation, I’d prefer to see more research on upsell techniques and results.  Better information should drive better outcomes for use as retailers and Tattersalls and the  supplier.

In the meantime, the OzLotto $50 million jackpot is driving some excellent lottery and other business for us.

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Lotteries

A complaint about magazine browsers

One of our customers complained yesterday about browsers in the magazine aisle who were blocking his access to the magazine he wanted to purchase.  He reminded us that we are not a library and advised that we should stop the browsing.

When I heard about this is made me smile.  While it is true that we are not a library, I would rather have happy browsers than an empty shop.  It’s my job as a retailer to do everything possible to convert the browsers into customers.

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magazines

Mythbusters book popular

mythbusters-book.JPGThe Mythbusters book is provingg to be popular in our mid-year book sale.  The $9.95 price point is good and the brand well known.  At our Forest Hill store we no longer run a mid-year stationery sale, the book sale works far better for us.  The external marketing drives new traffic and the terrific yet simple sale display drives excellent impulse purchases.

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Book retailing

Conde Nast opens up on iPad subscription plans

In a casual video interview after the unveiling of Gourmet Live, Bob Sauerberg Conde Nast’s publisher’s group president of consumer marketing talked to Stacy Kramer of paidContent about the their plans for the iPad and in particular the just Gournet Live and Wired. Watch as he talks about plans to leverage the 90,000+ who purchased the first edition of Wired on the iPad.

This is a fascinating interview up close with a US magazine publishing insider.

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magazines

iTunes giftcards an easy sale

itunes-giftcards.JPGWe have ramped up our promotion of iTunes gift cards since they are the best connectuon we currently have to the iPad and iPod.  The specially made and visually catching posters are facing out into the mall to promote that we sell the cards.  The iTunes gift cards work well with greeting cards.

This is one poster from a series of posters designed to promote a broader range of product than what the average shopper may expect to see in a newsagency.

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Newsagency opportunities

Promoting Justin Forever at the counter

justin-forever.JPGWe have Justin Forever at the counter for this weekend.  We also have it in with our weeklies as well as with teen magazines.  At a couple of my stores the counter location is already working well for this title.  While the $8.95 could be a stretch for the younger shopper, I am hoping that the counter location works for mum, dad and other adults who may buy it as a treat or gift for a fan.

Our current plan is to leave Justin Forever up until Wednesday.

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magazines

Plenty of the F111 magazine

f111.JPGWe received plenty of stock of the F111 title which went on sale yesterday.  Not sure why.  It gets two weeks to see if it warrants space and time in my store.  While I am all for range as a point of difference, there are some titles we are sent via the push model which I would not take on – having regard to space and other constraints.

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magazines
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