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magazines

Mumbrella shines a light on magazines, Are Media and newsagents

I am grateful to Mumbrella and James Manning for the opportunity to talk magazines, newsagents and Are Media. What a buyer needs to know about Are Media and the future of magazines canvasses these topics and more. I am particularly grateful for the opportunity to explore why we are seeing some newsagencies close.

The best person to speak about what any new owner of Are Media would need to grasp is Mark Fletcher. The industry blogger, retail newsagent, owner of marketing group newsXpress and retail software developer understands as much as anybody about the place magazines occupy in Australia.

Fletcher said that his former retail software business, where he still consults, has about 1,900 newsagents as customers. Although he couldn’t put a figure on the number of newsagency closures, he did say the rate of closures had increased in 2025.

“When a newsagent can’t sell their business they will often just close it,” he told Mumbrella.

Fletcher has long been an advocate for newsagents to be less reliant on newspapers and magazines. While they still bring valuable foot traffic, newsagents need other attractions.

“If you look at a newsagency that is relying on newspapers, magazines, stationery and lotteries as a big chunk of their income, those businesses are dead, they have no future.”

Fletcher has always been prepared to share learnings from the newsagencies he has owned over the years.

In addition to detailing how his newsagency at Malvern in suburban Melbourne performs, he collates industry data from a number of other retailers.

“Depending on where a retailer is, newspaper unit sales are down about 11% year-on-year. Magazines are having a good year, special interest titles are up 10 or 12%. The weeklies and the major monthlies are down, but we expect that.”

In his own agency, Fletcher reported magazine turnover of $400,000 a year in magazines. “It’s a very strong area for magazines.”

Many newsagents are putting magazines at the back of the shop because they only offer a 25% margin. Fletcher noted that doesn’t help their sales.

“Retailers that are closing are the traditional ones – places that have not transformed their businesses.”

Fletcher says these are newsagents who have not combined traditional newspaper and magazine sales with a broad range of products that offer better margins.

“The biggest categories of growth right now are coffee, books and games of all things — not things like Monopoly — but unusual games which are really having a moment in the sun.”

I am also grateful we got to talk about opportunities we could explore with a new owner of Are Media.

Culling Are Media titles, giving better retail margins

Fletcher said he understands why Are Media keeps a broad range of titles.

“But I would think that somebody acquiring the business would look across that portfolio and ask, is there a rationalisation we can go through here that creates a more efficient mix of products?

“Newsagents make 25% gross profit from every magazine title, but pretty much anything else in their business outside of lotteries has a 50% margin. Any new Are Media owner would have to look at the magazine commission structure.

“At present newsagents can’t control what they get. If you trusted a retailer enough to give them control over what titles they got and the quantity they got, you would see sales increases.”

Too often news outlets, I’m looking at you ABC news, Nine Media and News Corp, fail at basic journalism when writing about newsagents. James Manning did a terrific job here exploring the reality newsagents and print media folks face and talking through opportunities that could benefit all.

The reality is: engagement with print has changed and continues to change. Why people buy newspapers and magazines has changed. Whereas in the past people would buy newspapers and weeklies as their first source of news (hard and soft), today, such purchases are more likely to pass the time since the first source was available in their hands long before the print product started running off the presses.

Now, special interest magazines have never carried news as such, or at least news associated with urgency or timeliness. I think this is one reason sales remain strong for them. The other reason, of course, is that people are buying what they love and in engagement with special interest categories is rooted in passion.

I hope Are Media finds a good home that respects the committed and talented people in the business. If I was the new owner, that’s where I’d start – with the people, exploring with them new opportunities that leverage their expertise.

Now if you’re a newsagent and reading this – first up on getting this far. Second, don’t give up on magazines, don’t act to kill them off. rather, leverage what;s working and the success of others to find ways for magazines to be more valuable to your business.

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magazines

Crossword sales up in the newsagency

I’m not sure if this is widespread but I’ve seen data indicating a sweet rise in crossword sales in recent months. The store sample size is small, not enough to say it’s a channel-wide trend.

That said, for the newsagencies for which I have seen data, sales of crosswords are up between 7% and 18% un terms of unit sakes in recent months. For one store, sales of crossword titles rose from 157 to 189 in July.

Crosswords typically account for between 5% and 8% of total magazine sales. Growth for this segment is a nice gain for the magazine department that is challenges in other segments.

The common features of newsagencies achieving growth in crossword sales is consistent placement, easy customer access, location near newspapers and co-location of some titles occasionally at the counter.

Crosswords are an easy gift, especially if you are located near hospitals, retirement villages and/or nursing homes.

It’s best to not rely on the destination crossword shopper for growth. In my own experience the easiest growth comes from suggesting crosswords as a gift. They work in many situations. They are also easily posted.

Yes, our GP is only 25%, which sucks. That said, any magazine segment delivering growth is something to lean into, I think.

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crosswords

Are Direct rolling out weekly daytime magazine deliveries

Are Direct conducted an 8-week trial in part of Victoria metro in May/June 2025 with a weekly daytime delivery with proof of delivery.

The trial results in terms of sales performance and newsagent feedback, including labour and time savings managing the category only once a week.

I think this is a good move. It’s also an expected move as engagement with print media evolves. Newsagents should not be worried about this. I think they should take the move as a reason to work on their business in the context of traffic drivers – for the sustainability of the business.

Below are more details provided by Are Direct and their plans for rolling out the weekly daytime deliveries (Mon, Tues, Wed).:

NSW country has been split into different areas as we have multiple contractors here.

  • Part of Vic Metro (roughly the Western side of Melbourne) rolled out 5 May
  • Regional QLD rolled out 7 July
  • Next:
    • 25 August – Balance VIC Metro
    • 25 August – NSW Country (Newcastle, Greater Newcastle)
    • 1 September – VIC Country
    • 8 September – NSW Country (Central Coast, Goulburn, Blue Mountains)
    • 15 September – SA Metro
    • 22 September – NSW Country (Wagga)
    • 22 September – NSW Country (South Coast, Illawarra, Canberra)
    • 30 September (at the latest) – SA Country
    • 13 October – TAS
    • 3 November – QLD Metro
    • NSW Metro – Feb 2026 TBC

Newsagents are being communicated on the changes 4 weeks in-advance of the change and these comms include the FAQ’s that I attach for reference. These are very similar to what was shared when we ran the Vic metro trial. We are also supplying A2/A4 posters prior to the delivery change to help stores communicate the delivery change to their customers.

By the end of this year approx. 70% of retailers will be on the new weekly daytime delivery model. We are planning to complete NSW metro in Q1 2026, and this will just leave WA although we have weekly deliveries in remote areas already.

This information above provided by Are Direct is terrific, and straightforward. The company has also provided terrific FAQ details:

 Why are you having to change the on-sale days of magazines? 

Magazine distribution continues to be challenged with volumes decreasing by 10% a year and with warehousing and transport costs increasing well above inflation, we need to look at ways of building a sustainable future for all our businesses. 

Why are you changing from deliveries overnight to daytime? 

Content, even in weekly titles, is becoming less time sensitive to consumers and sales are now more spread through the day. Most newsagents are also opening later than they used to when they were managing newspaper home deliveries and the number of sub-agents for magazines has been decreasing. 

Daytime deliveries allow us to ensure magazines and TheMarketHub stock is safely delivered during opening hours with proof of delivery like many other suppliers you deal with. Later this will also allow us to offer our services to other suppliers delivering direct to your store and aggregate stock. 

We conducted an 8 week trial in part of Victoria metro in May/June 2025 and after some initial impact from customers getting used to the new on-sale pattern, we now see trial stores weekly sales performance in line with non-trial store performance. General feedback received has also been positive now the delivery time is becoming more consistent, and there are labour and time savings managing the category only once a week. 

What magazine days will be part of the weekly delivery? 

The weekly delivery will combine the delivery you would normally have received separately on Monday and Thursday for that week. 

Will all retailers in the same area receive magazine deliveries on the same day? 

Working closely with our distribution partner NDS we have mapped all delivery runs and tried to ensure all retailers in the same geographical area receive their magazines on the same day. The delivery days for magazines will move to Monday, Tuesday or Wednesday. As you would expect in some areas there will be some borderline overlaps, and we will continue to review these. 

As you receive your new magazine delivery, you are encouraged to place new copies on shelf to maximise sales for your store. 

What time will I receive my magazine delivery? 

Deliveries will commence from 7am and will be completed by the afternoon of your confirmed delivery day. Your store will be in a set position every delivery based on location. We expect the delivery time to become more consistent as the service beds in. We know this is important so you can roster staff appropriately for the larger single delivery volume. 

When magazine deliveries fall on a public holiday (Monday-Wednesday) then all deliveries will move back 24 hours. i.e. Public holiday falls on a Monday; deliveries will be Tuesday, Wednesday & Thursday for all retailers. 

Will I still have 48 hours to claim shortages/short deliveries for magazines and TheMarketHub product? 

Yes, nothing will change from the current process. We would ask that magazine stock is checked after it is delivered so new products can be put on the shelf for customers and old products taken off show. 

Will the weekly returns form still be available on the Are Direct website from Wednesday for unsold products to be returned? 

Yes, the weekly returns form will continue to be made available on the website from Wednesday to process on-time returns. 

Will my XchangeIT files be available to me for my new delivery day? 

Yes, your delivery files for the single weekly delivery will be available from Friday afternoon/evening when we have completed the packing of your weekly delivery at our Sydney warehouse. All invoice header’s will now all show a Thursday on sale date. 

How do I view my proof of delivery photo showing my delivery was made? 

You will be able to view your proof of delivery photos that will be date and time stamped via the Are Direct website. In the Retailers menu under ‘My Documents’, you will now have a new tab for “Proof of Delivery” images. We have proved an updated user guide with step-by-step instructions on how to access this new website feature. 

How will you help us communicate with customers on the new delivery day? 

We will provide your store with A3 and A4 poster to display to your customers your new delivery date for magazines. This will arrive with your first consolidated delivery. We would also ask if you could also communicate the change to your regular weekly magazine customers in advance of the change in on-sale delivery. This should include the weekly Are Media titles That’s Life and Take 5 that will now be delivered earlier. 

As I noted, this move is good I think. It makes sense. Newsagents need to consider this in the context of their businesses and consider other changes they could make for a more sustainable retail business.

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magazine distribution

Thanks Mediaweek of covering the sale of Are Media

I am grateful to Mediaweek for their interest in the impact of a possible sale of Are Media for local small business newsagents.

Magazine health check: What the industry has to say about the current state of mags

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Campsie newsagency

With Are Media for sale, Mediaweek spoke with Mark Fletcher, Jackie Frank, and Nate Vella to consider the health of the local magazine industry.

Fifteen years ago, Mark Fletcher predicted that magazine publishing in Australia would face such a steep and sustained decline that newsagents would need to diversify quickly or risk shutting down altogether.

Fletcher, who is the CEO of newsagency marketing group NewsXpress and has been at the coal face of what he describes as print’s “slow and steady decline”, was anything but surprised when Are Media officially went up for sale last week.

With prospective buyers now kicking the tires on Are Media, Mediaweek took the opportunity to consider the health of the local magazine industry. Along with Fletcher, Mediaweek also spoke with Bench Media Head of Strategy Nate Vella and the vocal Jackie Frank, founding editor of marie claire Australia.

Unit sales continue downward trend

According to Fletcher, overall magazine sales in newsagents have dropped significantly in 2025.

“What we’re seeing so far in 2025 is that we’re sitting at around a 10% unit sale decline across the board. A lot of that decline is occurring in high-volume weeklies and monthlies.”

While many mass-market titles are losing ground, he says niche and puzzle magazines are proving more resilient.

“Special interest titles, such as Victorian Railroad Lines or Model Railway, are selling well… crossword year-on-year decline is sitting at around 2% or 3%.”

TikTok and portfolio overlap among key pressures

Fletcher sees digital platforms—particularly TikTok—as a major challenge to general-interest and entertainment-led print brands.

“Because Are Media is producing mass titles, they’re facing the challenge because that’s where you’ve got the biggest competition from TikTok and elsewhere.”

He also highlights a misalignment between Are Media’s focus and the categories showing the most growth:

“Special interest titles generally account for 20 to 25% of all magazines sold… women’s weeklies… account for about 8% now. 20 years ago, they would have accounted for easily 35 to 40%.”

He argues Are’s current magazine portfolio is too crowded: “Part of the challenge for the portfolio is how do they rationalise the portfolio rather than creating so much content that’s similar across different mastheads?”

“Right now, in terms of weeklies, you’ve got New Idea, Woman’s Day and Who, and for our marketplace, that’s probably at least one too many titles.”

Format stability and retail strategy shifts

Fletcher contrasts the volatility of lifestyle magazines with the reliability of formats like puzzles and established brands.

“You’ve got a tentpole product like Women’s Weekly, which is fantastic… but it’s so much cover-dependent.”

Meanwhile, puzzle publications attract steady buyers: “If people enjoy doing crosswords daily, they’ll likely continue… They can use their backpack, handbag, or whatever, and just do it whenever they’re on the train, tram, or road.”

Newsagents are adapting by shifting store layouts and diversifying offerings.

“Previously, a typical news agency would have prime real estate taken up by magazines and newspapers. Now that prime real estate is for gifts and homewares.”

“Magazine customers are still satisfied, and the news agency can diversify… Intelligent news agents have adapted their businesses… less competent news agents have ended up closing as a result.”

Reps from our channel are not always heard on matters like this. Mediaweek listened.

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magazines

This new partwork will be a hit: Racing Bikes The Collection

I’ve seen the first issue of  the new part series Racing Bikes The Collection and am confident this will be a hit. It’s a good product that targets a marketplace we already serve in our channel. This is a newsagency channel exclusive.

The launch issue, our July 7, contains the Mick Doohan Honda NSR 500 and the series will feature Australia’s greatest bikes and riders.

This new release is from the same publisher who launched “Aus Cars the Collection” last year that has generated over $6.2m in revenue at the newsagency channel in less than a year and is the 2nd largest revenue driving print product Are Direct distributes.

Allocations have been based on Aus Cars and other male collections and there is a good number of extra copies if local demand is higher than our forecast.

A heavyweight nationwide TV campaign as attached will commence from Wed 9th July that will feature at the end frame “At newsagents now”. here is an early look at the TVC.

The fortnightly series will include a replica motorbike from the Moto GP and Superbike Championships, including Aussie icons bikes, along with an accompanying magazine with detailed information.

My recommendation is: get behind this, leverage the TV commercial. Place the new title near the counter, talk about it on your social media, get customers connecting for a regular putaway use your newsagency software to manage this as customers love to see their name on a cutaway label.

I know there will be some who will feel like bagging this new part series – move on, this. post is not for you.

It’s a newsagency channel exclusive, backed by a TV campaign. The opportunity for the channel is terrific.

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magazines

Are we ready for magazines to be delivered on only one day of the week?

Single day delivery of magazines around Australia is closer than ever with a trial now underway in Melbourne. I think this is a good move, it makes sense for newsagents and for shoppers.

For newsagents, it saves time. We can roster more efficiently. For shoppers we have seen changes in how and when people shop magazines. The on sale day for weeklies and monthlies is not as important as a few years ago.

With special interest titles being of most value to those in our channel who do focus on magazines, the on sale day is of no relevance.

Back to the trial, Are Direct shared this information. I share it here as it explains well the background to the latest trial in Victoria and the objective:

Background:

  • Complex legacy supply chain generally on 2 set days with delivery overnight.
  • Magazine distribution continues to be challenged with overall product volumes decreasing 10% per year.
  • Delivery transportation costs continue to rise above inflation – ongoing focus to create sustainable distribution platform, reduce costs and deliver simplification for all stakeholders with move to single weekly delivery
  • With changing shopping habits and magazine content becoming less time sensitive, we are seeing consumers responding differently and with that national on-sale dates are less critical.
  • WA stores operate with main magazine delivery received Tuesday, 1 day after Eastern Seaboard.
  • NT stores operate with magazine deliveries received via SA up to 4 days after current national on-sale.
  • Some FNQ stores deliveries receive deliveries 2 days after current national on-sale.
  • Major weather events (Cyclone Alfred) that have delayed delivery into a state have seen no real sales variance to national as customers change buying behaviour.

Objective:

  • Stay customer focused and ensure we communicate changes clearly to protect sales. We will send posters for newsagents so they can communicate the magazine delivery change to their regular customers.
  • Create a sustainable long-term distribution network with weekly daytime deliveries.
  • Deliver simplicity for newsagents in focusing category labour (stock on/off show) to one delivery day vs two.
  • Have capability to access proof of delivery – helping to close out any problem deliveries that arise from time to time.
  • Explore other major newsagent suppliers for distribution synergies ie cards, stationery etc.
  • Plan and implement staged roll out of weekly deliveries through other areas/states through 2025.

As I noted at the outset of this post, I support this move, it makes sense. I think newsagents will benefit.

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magazines

Hey magazine publishers: here’s how to pitch your magazines and retail newsagents on social media

I love this pitch from Cross Stitcher magazine un the UK:

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magazines

Advice for newsagents on boosting magazine sales

Forget big and bold displays and promotional posters. While publishers like these, there is little evidence that they drive magazine sales. In my experience., this single most valuable action any newsagent can take to boost magazine sales to to do a magazine relay. It’s easy to do, no cost and delivers an excellent return on investment.

A few hours of dedicated effort results in a revenue boost, fresh social media content, and more value. There’s no downside. Fundamentally, it drives increased sales.

If it’s been more than six months since your last magazine relay, you need to do one now.

The Mechanics of a magazine relay

A typical relay can be completed in two hours or less.

While it’s possible to delegate this task, taking ownership of the process is what I recommend. A hands-on approach reinforces your leadership and allows for a more streamlined operation without the complexities of team management. It’s essential to remember that a magazine relay is an ongoing process, not a one-off event. Regular adjustments to the magazine layout are crucial for maintaining sales momentum.

I like to start with taking all magazines off the shelves. This provides a clean canvas. It also provides an opportunity for cleaning.

Optimising magazine placement

Ideally, magazines should be displayed on a dedicated wall space rather than occupying valuable centre fixture real estate typically reserved for higher-margin products.

The visual impact of magazine covers can be diluted by excessive clutter. To maximise their appeal, avoid using product headers.

Full facing, where 100% of the magazine cover is visible, generally delivers optimal results. This is particularly effective for smaller assortments of under 500 titles. For larger assortments, consider tiered fixtures with one title per pocket. However, in some cases, accommodating two or three low-volume, specialised titles within a single pocket can be beneficial.

Leveraging beacon branding

Highlighting specific magazine categories through beacon branding can effectively attract customer attention. Dedicate the top two or three pockets to a single title to create a visual focal point.

The relay process

When undertaking a magazine relay, focus on creating an engaging and visually appealing display. Work systematically, removing and rebuilding sections of the fixture while maintaining clear spaces to avoid confusion. Continuously assess your progress and consider how each placement contributes to the overall narrative.

The art of adjacency

Experimentation is key to discovering the most effective product adjacencies. While there are general guidelines, the ideal arrangement can vary depending on customer behaviour and preferences. For example, consider whether grouping titles by brand or by interest category drives better sales.

Some potential adjacency combinations include: cricket, golf, and swimming; wrestling, boxing, and fitness; and creative arts (painting, writing, craft). However, it’s essential to avoid mixing unrelated titles such as soccer and rugby.

Customer considerations

When designing the magazine display, prioritise customer ease and comfort. Avoid placing titles aimed at older customers in difficult-to-reach locations.

Post-relay actions

Once the relay is complete, share your vision with the team and encourage feedback. Monitor customer behaviour and sales performance closely. The insights gained from these observations can inform future adjustments to the magazine layout.

By following these guidelines and maintaining a focus on customer needs, you can significantly enhance your magazine sales through effective merchandising.

Dping a magazine relay is a great way to kick off 2025. You’ll make more money from magazines if you do it.

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magazines

Commando magazine is more likely to drive newsagency traffic than a weekly title

Commando is a low volume magazine that is much-loved by those who read it. Once a fan knows you syopck it, they come back again, and again. This is something to love about Commando and the many other special interest titles.

While niche titles may be small in sales volume, the returning customer traffic assists in their efficiency. They are good titles, too, to pitch on social media.

It’s in this special interest space where our channel has growth opportunity. The challenge is the poor tech platform rom distributor Are Direct for growing in-store range of niche titles.

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magazines

Thank you Golf Australia magazine for promoting Aussie newsagents

We need more magazine publishers doing this:

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magazines

The Australian Cars The Collection launch has been a hit

Newsagents are selling out of the launch issue of Australian Cars The Collection. The distributor does have some stock and newsagents needing stock are urged to contact the call centre.

I said this would be a hit when first writing about it here. The new shopper traffic being generated is most welcome.

The success of the launch is a reminder to newsagents that shoppers will spend money on what they love.

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magazines

Australian Cars The Collection set to drive traffic to Aussie newsagents

Newsagents are tagged in the TV commercial for Australian Cars The Collection, a new partwork series launching June 10. Newsagents are the exclusive retailers of this title.

I am grateful to have seen part 1 of Australian Cars The Collection. It’s a terrific product. It feels good. We already know how much car lovers like buying magazines. This new series is sure to appeal to to current car lovers, those who appreciate nostalgia, those who love collecting and people collecting for young kids.

Each issue in Australian Cars The Collection comes with an authentic 1:43 scale die-cast metal car model. The series will feature of some of the most iconic Australian cars from the 60’ to the ‘90’s.

My advice to newsagents is to display each issue of Australian Cars The Collection in prime position at the front of the shop, to leverage the considerable spend on the TV commercial, which tags newsagents. If there is room, put it at the counter. I am confident this will be a traffic driver for our channel.

And, yes, I hear the argument about the paltry margin. We have to suck it up while we do everything we can to leverage the traffic boost. If you are tempted to early return the title, my advice is don’t. Get behind it and sell out. The launch of Australian Cars The Collection is an opportunity for us to show what our channel can do. I suspect people will be watching us to see how we handle the opportunity. It’s up to all newsagents receiving the title to not let the channel down.

Use your newsagency software to offer a putaway service, to lock those early shoppers for this title into buying future issues from you. Good newsagency software makes putaways easy with the result being a personalised label for each cutaway customer. It’s the best approach to managing any partwork series as it provide you with control and the customer with a good experience.

This launch has been almost 2 years in the planning with a company in the UK and a company based in Asia that produces diecast cars for the world market. I know that the folks at Are Direct have used their own sales data to develop the allocation model for the title. This has taken considerable planning.

It’s been a long time since we have seen a partwork launch like this. Many newsagents in the channel today would not have experienced it before. That’s one reason I am writing this post – to share that this is a good opportunity. The TV commercial alone tagging newsagents is an opportunity for us to leverage. It should land people in your shop who are not regulars. This is the opportunity.

We should use our socials to talk about the launch, leverage the front of the store as I have already noted and ensured that everyone in the business is aware of the launch and the broader opportunity for the business.

If you are one of the 1,800+ newsagents using the Tower Systems newsagency software, please click here to access to knowledge base articles on managing cutaways.

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magazines

AFL Record promotes newsagents

While I’d prefer them to list newsagents ahead of the supermarket giants, it is good to see the channel pitched. If only other publishers would do this.

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magazines

Well done to those behind the 50% discount off some magazines at Coles

There is a deal at Coles at the moment offering 50% off selected magazine titles, making Coles far more attractive for purchasing these titles than local newsagency businesses. Clearly, those behind the promotion preference the supermarket giant over local newsagency businesses.

While I am sure those behind the promotion will have their reasons, their justifications, this promotion is a boost for Coles and a slap in the face to our channel. Well done.

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magazines

Relaying magazines in your newsagency is the easiest way to increase sales

Before I get into my revised advice on how to do a magazine relay in your newsagency I remind magazine publishers and our only magazine distributor that newsagents are treated poorly by you – poor margin, out of date management practices and no ability for us to reasonably control the titles we have. We are time-poor because of your out of date practices.

I first shared advice on how to relay magazines to drive growth in sales back in 2006. Over the years I have shared updated advice here. The advice below is considerably modified.

How to do a magazine relay in your newsagency

A magazine relay is the process of recasting, improving, the layout of magazines in your business, with the main goal of increasing sales and a secondary goal of improving retail space efficiency.

Take all the titles off and put them on the floor. Clean the fixtures.

Start at the end closest to the front of the shop and rebuild, making careful choices as to what titles go with what as you go along. Try and not place as they were placed before. Change is important. Don’t overthink it because no layout is permanent. Don’t consult your data. Rio with your gut.

At the top of a column have the title people will recognise the most. Consider allocating two pockets to this same title. This is what they call beacon branding.

Adjacency placement is where you can make editorial decisions, business decisions to guide your shoppers. What works best with what. You don’t know, not for sure at least, how can you. Ok, there is basket data you could read … but that only tells you what is happening. What about what could happen? Who knows. Experiment!

For example, should you put model plane magazines next to flying magazines? Or, should model plane magazines be in a distinct section of all model titles? Do puzzle shoppers shop by brand or puzzle type. Publishers want you to layout based on their brand whereas your shoppers are, in our opinion, more likely to shop by interest. For example, all sudoku titles could work better together, or all large print titles could work better together.

Here are some adjacency suggestions.

  • Cricket, golf and swimming go well together. Wrestling, boxing and buff-type fitness go well together.
  • Soccer is not rugby or AFL. Don’t mix them together.
  • Classic car titles need to be distinctly separated from regular car titles.
  • Classic car titles work well with classic trucks.
  • Car lovers do shop by brand. Place branded magazine titles together.
  • People interested in home renovation could be interested in any renovation title.
  • Creative arts go well together: painting, writing, craft.

Once you have completed the relay, walk staff through it so they know what’s what.

Next, watch shoppers and listen for feedback and, after a couple of weeks, look at the sales results. The results could guide adjustments, or not.

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magazines

The British relationship with magazines is so different to ours

Check out this video from Twitter a few days ago showing magazines featuring Doctor Who and (5) TV related titles in a UK newsagent.

I’m not pining for change. Rather, the difference fascinates me. I think it reflects a different relationship with print over all.

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magazines

Scandal at Sports Illustrated magazine over AI content and fake reporters

Futurism has this most incredible story. Here’s part of it:

Sports Illustrated Published Articles by Fake, AI-Generated Writers

We asked them about it — and they deleted everything.

There was nothing in Drew Ortiz’s author biography at Sports Illustrated to suggest that he was anything other than human.

“Drew has spent much of his life outdoors, and is excited to guide you through his never-ending list of the best products to keep you from falling to the perils of nature,” it read. “Nowadays, there is rarely a weekend that goes by where Drew isn’t out camping, hiking, or just back on his parents’ farm.”

The only problem? Outside of Sports Illustrated, Drew Ortiz doesn’t seem to exist. He has no social media presence and no publishing history. And even more strangely, his profile photo on Sports Illustrated is for sale on a website that sells AI-generated headshots, where he’s described as “neutral white young-adult male with short brown hair and blue eyes.”

Ortiz isn’t the only AI-generated author published by Sports Illustrated, according to a person involved with the creation of the content who asked to be kept anonymous to protect them from professional repercussions.

Read the rest of the article if you’re interested in magazines, AI, journalism and business ethics.

This is brazen stuff being reported from making up fake AI journalists / writers, claiming they are real and then deleting them when asked and offering no comment, editorial note, or other response.

All publishers should follow this story.

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Ethics

If only Aussie magazine publishers more actively prom owed newsagents like this

But without the all good newsagents bit, since we don’t control what we get.

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magazine distribution

Magazines shoppers will seek out

Make: is one of those magazines shoppers will seek out. Not every issue, but certainly a special interest issue, like this one featuring cosplay inspiration, designs and tips.

This issue drew our attention because of other engagement in-store applied to cosplay. It’s always good value when we can leverage two or three suppliers or categories in a social media post.

While the 25% margin on the magazine is poor, it’s the hope of add-on allied to there topic that interests.

What we know from shopper tracking is that shoppers for this niche title will travel across town to purchase.

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magazines

The Editor of People’s Friend magazine explains the importance of newsagents to them

In a recent issue of RN magazine in the UK, the editor of The People’s Friend magazine explained the importance of newsagents to their success when talking about their 8,000th issue. While written for UK readers of the news and convenience retailing magazine, The People’s Friend is a vital weekly title for many Aussie newsagents. It outsells other weeklies in some local shops. The People’s Friend shoppers are regular, loyal, and valuable.

The People’s Friend is a title we regularly pitch on social media as people love reading about it and being reminded about it. It’s a magazine that has stayed true to itself.

Reading this terrific coverage from RN, I wish Aussie magazine publishers felt the same way about our channel and we as focussed as folks at The People’s Friend are.

In practical terms, I use The People’s Friend as a beacon brand in my shops. By beacon brand, I mean a title to put in prime position at the top of a column, to draw eyeballs to a section. It fills the first 2 or 3 pockets, as a beacon. This encourages purchases of other titles with it.

I am grateful to Steve Denham for sharing this.

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