Magazine publishers often complain that newsagents don’t read the material they send out. While this may be true, instead of complaining about lack of engagement publishers should explore other ways of getting the attention of newsagents.
There is a sameness to communications … often boring. They tend to not respect that newsagents are time poor. They are often unclear in their call to action.
What I want publishers to tell me is:
What is special about this issue? Tell me what I need to know to make more money. If there is a newsagent only free gift, tell me. If there is placement which will drive sales, tell me. If there is a story which will be controversial, tell me.
Where should the magazine be situated? remind me of this in every communication.
Who are you targeting? Tell me. I might look at the magazine and make a wrong assumption. Be specific and don’t leave it to chance that I get it.Your information could drive engagement aimed at connecting with your target buyer.
How are you driving traffic to my newsagency? Let me know what you are doing to drive people to my shop looking for your title. This will encourage me to engage with your marketing spend.
I am more likely take notice of material which helps me reflect my point of difference, as a magazine specialist, and helps me drive sales. I urge magazine publishers to think about this when they are next preparing communication for newsagents.
In supermarkets publishers don’t have the luxury of this communication. The best they can hope for is that a magazine is put into the pocket for which the publisher pays. In newsagencies we have a more valuable and cost effective model for publishers – where local engagement can be encouraged through better communication.
The next time a magazine publisher representative complains that newsagents have not engaged, they ought to wonder if this was because of poor communication.