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

Author: Mark Fletcher

Promoting the website

storylinks.JPGToday was the first time saw the redesigned Daily Telegraph newspaper in person. They are promoting their website at the top of every page.

Many stories also mromote extra content online.

While the Telegraph is not the first newspaper to make this move, that they have demonstrates the commitment by News Limited to leverage growth for their online offer off the back of the currently successful print product.

Newsagents with an online presence ought to be actively promoting this through their shops. However, the key is that the online presence is different to what one experiences in-store – as it is with the Telegraph.

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Media disruption

Why we need cupcakes

dad_cake.JPGI saw a display of these Father’s Day themed cupcakes at my local cake shop on Sunday. In the time I was there, six of the ten customers bought one or more of the cupcakes along with what they came to buy. What a perfect up-sell. One of the team told me that they do this for other holidays and seasons in the year.

Beyond the cupcake itself, which was delicious, there are several levels on which this works. It is an easy basket build; the margin is good; it shows the shop as local and connected; and, feels good.

We newsagents need to find our own cupcakes – things which connect with seasons and events, are an easy basket build, have good margin, shows us as conncted and feels good.

While finding our own cupcakes is a challenge, it is a worthwhile goal.

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Newsagency challenges

Cheaper than newsagents

future_press.JPGWhile on Future publishing, their website makes a strong pitch to lure consumers away from the retail channel. It is one thing for them to promote their online subscription service and another entirely to discredit their retail partners.  I have reproduced part of their pitch here.

Newsagents operate with slim margins with a fixed cover price and with a supply model which does not reward entrepreneurship. If Future was smart, they would look at the magazine supply model and create a more businesslike relationship with retailers around driving sales. This would certainly be better than whacking them as they do at their website.

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magazine distribution

T3 now in compact form

T3, the guys gadget magazine, has launched a compact edition in the UK exclusively through WH Smith stores. As the company press release says, this is a first for mens magazines. I am not a fan of compact editions in newsagencies. There are display issues as well as the cost of additional stock.

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magazines

Newsagent TV commercial update

I have been in Sydney today working on the TV commercial for newsagents.  The challenge at the moment is to get the right voice to read the script.  The ideal actors cost thousands to read.  We have a shortlist which will be finalised prior to the recording session tomorrow afternoon.  Because of delays finding the right voice, the commercail will now not start airing until September 21.

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newsagency marketing

Real Life Bugs and Insects

bugs_insects.JPGThe Real Life Bugs and Insects paperwork released today is sure to be a hit, especially with the dead insect included with each part.  We have it at the front of the shop to connect with the TV campaign supporting the launch – although I have not see this and don’t therefore know if newsagents are tagged.  Regardless, we have high hopes for the initial issues.

Retail real-estate is going to be a challenge between now and early next year.  Diaries are in, calendars too as well as some Christmas product.  Finding space to professional display products like Real Life Bugs is difficult in newsagencies.

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magazines

Promoting Women’s Health

fhn_whealt.JPGWe are promoting Women’s Health at the front counter at Forest Hill this week. The free fitness book – 31 Days to Your Best Body – with this issue is a nice giveaway and meets the requirements for this premium space. Women’s Health is an easy title to promote – the category is strong and the brand one of the best in the category.

We have a low hanging fruit approach to decisions like this – it is easier to drive greater success from a successful title than a low volume title.

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magazines

Free Andre Rieu tickets

big_rieu.JPGWe are actively promoting September’s BIG Crossword magazine from Lovatts because of the Andre Rieu tickets being given away in a competition. This is a competition which connects well with our demographic. It also connects with our strong crossword sales – more than $30,000 a year. Newsagents serving an older demographic or with strong crossword sales ought to get behind this. This is an ideal counter offer. It will equally work well promoted with the daily newspapers. And before anyone asks, the folk at Lovatts have not suggested I promote this.

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magazines

Newsagent conference opportunity

Newsagents interested in a hands on look at the newsXpress marketing group are welcome to consider attending the two conference on the Gold Coast in two weeks. The agenda offers practical sessions mixed with newsagent presented content as well as authoritative keynote speakers. While numbers are excellent, several spaces have been reserved for non newsXpress members considering the group to participate. Click here for a black and white version of the conference brochure.

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newsagency marketing

Is there a magazine in this?

good_food.JPGWatching sales of The Age Good Food Guide this week, I wondered whether there is a magazine in this brand. With good sales in Melbourne and Sydney for the Good Food Guide brand I would have thought that it is an opportunity worth researching. Food titles are strong and the cross promotion opportunities in the Fairfax papers and websites excellent. I am not advocating another food title, just curious as to whether it has been considered.

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magazines

Lazy browsing

hiding_mags.JPGI encourage people to browse magazines, no matter how long they spend reading. My only (mild) frustration is when they put the magazine on the shelf away from where they found it. The other day I found a copy of Muscle Car magazine between two stamp magazines. It is like they are ashamed to be seen reading the title and slink away to a corner, where our stamp magazines are located, for privacy. Maybe it’s not that, maybe it’s just laziness.

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magazines

Magazines the future of newspapers?

Wired magazine published an article yesterday by Meghan Keane which asks whether the future of newspapers is high-end magazines.  The article was prompted by the launch this week of WSJ, a magazine to accompany The Wall Street Journal.  One only has to look at how magazine inserts here in Australia are used to drive retail as well as home delivery sales.  Fairfax has had considerable success driving sales of The Age, the Sydney Morning Herald and the Australian Financial Review with high-end magazines.  While managing these thick magazine inserts is not without its problems, there is no doubt consumers look for them.   They are an important part of the mix to support newspapers in the face of other challenges.

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Newspaper marketing

Buying by event

bbq_frank.JPGWithin a season like Father’s Day we can either display everything we have as a broad offer or segment our displays by theme or use of the gifts.  The photo shows one such segmentation our Frankston team created around BBQ gifts.  This brings together products from several suppliers including a BBQ themed Father’s Day card.  The challenge is whether to theme for Father’s Day like this or place the whole offer together.  We are lucky at Frankston to have the room to do both, our theme displays work well on a column in the shop while the broader display works on tables nearby.

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Gifts

Featuring Top Gear

topgear_oct081.JPGThe team at our Frankston store created a this display to support the latest issue of Top Gear.

By using a monochrome background, the Top Gear product available for purchase from the middle of the display really stands out as a clear call to action. The display is more attention grabbing in person than in the photo.

Top Gear has to be the launch of the year. Sales are excellent and the support from ACP Magazines fantastic.

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magazines

UAC guide

uacguide2.JPGMagazine distributor Network Services sent us two copies of the UAC Guide a month ago. Yesterday, we received another two copies. Network did this with the knowledge that the first two copies had not sold. We early returned today’s copies. This is where Network ought to be penalised for incurring labour and freight costs for us.

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magazine distribution

Pro Bull Rider magazine

pro_bull.JPGIf ever we needed proof that we are a magazine specialist it arrived yesterday in the form of Pro Bull Rider magazine. Talk about a niche title! While I am happy to be the specialist, I am not sure where this title is best placed to find its audience.

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magazines

Using the Bill Express screens

The QNF continues to be the best association when it comes to keeping members informed on Bill Express and related matters.  Ann Nugent, QNF CEO attended a briefing from Swish Group on their plans for the Bill Express screens.  Click here for a copy of Ann’s report.

I have been suspicious of Swish for some time.  Their ASX announcements make the company look like it is all over the place.  Indian films and digital signage – where is the synergy in that? Their current financials suggest they are stretched for resources.

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Bill Express

e-pay paperwork now available

Click here to download a copy of the paperwork and supporting documentation to bring the e-pay suite of products to your newsagent point of sale. While we start in-field testing next week, getting the paperwork done now can help save time when we are ready for wide release – this is currently planned for the third week of September.

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Bill Express

Gotch acquires book distribution company

The announcement by PMP that their Gordon and Gotch magazine distribution division has purchased book distributor Scribo is interesting. With more newsagents selling books it may be that the Gotch folks see good synergy. If newsagents are to be a focus it will need to be on book retail terms and not magazine terms as that is what most newsagents into books achieve today.

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Book retailing

2009 desk calendars selling well

blockdiaries.JPGWe placed a stack of 2009 desk calendar blocks at the counter, next to our good selling Angel Flames candles, several weeks ago.  Sales have been excellent.  Our price is $2.00.  While others will be cheaper, at this price point we are not finding any resistance – people are happy to have got one while they are in-store.  We punch above our weight in sales of these desk calendars because we go out early and locate the product at the counter.

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Calendars

Bringing Optus and Vodafone to the point of sale

Tower Systems has the morning publishes paperwork necessary for newsagents to bring on board the e-pay range of mobile phone and phonecard vouchers to their sales counter. Tower is the only newsagent software company with these products. Now that Optus and Vodafone are available we expect more newsagents to join us in easier and more accurate selling of mobile phone vouchers. Newsagents wanting this documentation should email email Tower Systems.

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Bill Express

Newspaper stand of the future?

airportnews.JPGThe newspaper stand in the photo is becoming more common at airport newsagency type outlets. This small footprint stand is an efficient way of displaying newspapers in lower volume outlets – It can hold no more than a bulk of the major dailies on a shelf. With the cost of retail space increasing 5% a year and newspaper returns static or falling, we are going to have to find ways to cut the cost of carrying the product.

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Newspapers

JC Penney shows how to enter a market

Giant US retailer demonstrated a couple of days ago how much the world had changed when they opened for business in Australia. No tens of millions invested in traditional infrastructure like shops, no they opened a website offering good value product. This is exactly what News Ltd and Fairfax have been doing in entering new cities this past year – with online product as opposed to print product.

I wonder if newsagents are noticing a trend here?

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Media disruption

Customer newsletters

Click here to see a copy of the latest newsletter we have produced for our Sophie Randall businesses. We place new issues each month in a stand in front of each shop – going through around 200 a month. We are quite passive about distribution – we do not hand them to customers from the counter or mail them. This newsletter is designed specifically for passers-by. It works. Customers come in that day or sometime later and ask about featured product.

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Customer Service
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