Another front page newspaper cover up
I wonder is sticker placement resulted in a headline of MASA’S HIGH PRIC for some.
This is a shop that respects the magazine shopper
I love this poster at Midtown Comics. They love and appreciate magazine customers.
Managing weekly magazines
Magazines are allocated to us with the goal of us not selling out during the on-sale. I don’t mind selling out. In fact, I would prefer it. I’d manage space respecting the weekly titles. Here is how Midtown Comics in New York manages space allocated to regular titles:
Small business takeaways from Colin Powell’s keynote at the NRF Big Show in New York
When I heard Colin Powell was keynote speaker for the National Retail Federation conference in New York this week I wondered about his retail connections. Sure he was involved in shopping for weapons but what about retail and, in particular, small business retail.
As it turns out, Powell was a terrific keynote speaker. From stories of his years as a teenager working in a New York toy shop through to his thoughts on leadership, he was relevant. Click here for a more complete (and professional) report on the speech.
The point I like the most is one about delegation – giving people parameters and allowing them freedom to operate within the defined parameters. I like this because I see opportunities in newsagencies for more delegation, for giving junior and casual employees authority for parts of the business, to encourage them to take the business places not envisaged by often tired and old-school leaders.
Leadership is a tough gig, especially in this world of faster and more comprehensive change, and a world of more demands from and for employees. Indeed, the changes today around leadership are as considerable as the changes around and in the traditional Australian newsagency model.
From a newsagency channel perspective, the biggest mistake of those claiming to lead through associations is their obsession with leading relating to legacy products and processes. There is no future in that. Powell talked about lading for the future, leading to be relevant to the future.
This is a conference newsagents would have got plenty from.
2016 is already a year of consolidation in and around our channel
Already this year we have the considerable news of the closure of Network Services, the closure of Cleo magazine and Dolly magazine cutting half its issues. Now there is speculation of the sale of the Sunday Times newspaper in Western Australia to Seven West Media.
I have been told many times over the years by News Corp. stalwarts that the Sunday Times held a special place in Rupert Murdoch’s heart. If it was sold there would be some Murdoch watchers who see the move as prescient.
Disruption and consolidation is to be expected in the continuing print media circulation declines. The last quarter of 2015 is among the worst I have seen for magazines – more on that in the next couple of days.
On newspapers, we must be very close to a decision by some publishers to cut the number of days they print or to cut the print product altogether. My understanding is falling ad revenue is the key factor in such consideration.
The consolidation we have seen already and that anticipated ought to drive newsagents to work harder and faster on their own future as too many still rely on print product for much of their traffic and relevance.
The changes we are seeing should not worry us or cause newsagents to question closing their businesses. Rather, they are opportunities to re-define our businesses for a brighter future around the points of difference we wish to drive. Indeed, the changes are not unexpected.
Valentine’s Day in the US
Here is around 80% of the Valentine’s Day card range I saw in a Hallmark Gold Crown store yesterday in New York.
Whereas in Australia Valentine’s Day is primarily about acknowledging and honouring love between partners and spouses, in the US it is for all sorts of situations: to pets, from pets, between kids, aunts, uncles, grandparents, teachers, pastors … it is a broad and all-encompassing season. Great for card retailers – especially in that it educates people about card giving and receiving.
Terrific magazine store design
The Hudson News at Grand Central Station has a busy thoroughfare on either side. The store designers embraced this with a circular design while at the same time creating a space that brings you in and makes news the feature – with the ceiling news ticker and TV screens dotted throughout with current commercial new playing.
I love the feel of this shop. It is perfect for its unique high traffic location.
I get that most of us could not justify this type of fit. That said, there is plenty to learn from segmenting magazines through to making the range enticing. Take a look at this photo showing how they pitch a segment:
I love the line: Takes you places.
Displaying adult magazines in the US
Here is how US retailers who stock adult magazines display them. No wonder so few do.
Cool newspaper placement and display
This photo shows the placement of newspapers at the Hudson News outlet in Grand Central Station in New York.
Hey Marcus Berkman, not all newsagents are the same
Marcus Berkman, writing his article, We are supposed to feel grateful to our newsagents and banks for compromising their standards of service for The Independent, has a massive whinge about WH Smith and their use of self-checkout.
For instance, I occasionally go into WH Smith in one of the mainline railway stations to buy a newspaper or a competitively priced bag of Revels. They used to have four or five tills and a queueing system, which meant you were usually in and out of the shop in a couple of minutes. Sometime last year they ripped all this out and replaced it with eight self-service machines and one till, which is the only place from which you can buy cigarettes. This means there is always a queue of half a dozen people for the one till, some of whom are buying gaspers with bags of change or out-of-date credit cards, and all of whom will miss their train.
The things is, Marcus, your bitch is with WH Smith and not newsagents, not the real newsagents, the family run businesses that provide personal service, usually from the proprietor or a family member.
For the record, this newsagent does not like self-checkout terminals as the dehumanise the retail process.
The on-trend Valentine’s offer newsagents could copy
Here is an on-trend Valentine’s pitch that I saw earlier this week. It is aimed at the 18 to 35 year old from a small card and gift shop situated outside the city, in a high street location. I am sharing the photo so people can compare their offer. Sometimes, thoughtful product selection for a display is the best way to attract the right shopper into the business.
Kid friendly approach to Valentine’s Day
I love the kid friendly approach to Valentine’s Day by this card store. It is fun and supportive and less about the more commercial aspects – other than that they want you to buy the materials for this from them of course. It is certainly a welcome difference from the usual hearts, chocolates and roses.
We card sellers do not make a good job of educating people about cards and this season in Australia.
News Corp’s Herald & Weekly Times shows how to run a good newspaper promotion
Further to my post about the botched promotion from News Corp’s Adelaide Advertiser, click here to see how the folks at the Herald and Weekly Times have communicated with newsagents about their Australia Day promotion. It is clear and to the point. This is typical for Victorian run promotions.
While newspaper promotions are important, they need to be relevant, easy to execute and easily understood by all involved.
A fresh ad from newsXpress driving new traffic
Here is a new ad just launched by newsxpress to drive new traffic for the 210 stores in the group. The ad has been produced to appeal to the collector. newsXpress is the third top retailer for this range in Australia:
Could I do that? Things newsagents should look for in other retail businesses
Like many newsagents I know I love looking at other retail businesses for inspiration, to secretly critique them and to people-watch.
In looking at what other retailers do, if I find something I like, the first question is could I do that? That question is really about whether I have the space, the skills and other resources to pull off such a terrific display or some other engagement I have seen.
The question is complex as it is more than copying something good you have seen in another business. You have to implement the idea in a way that fits into your business, it needs to blend and have a commercial purpose beyond looking good.
Having a business foundation for any such move is vital as this will include a commercial goal and time triggered measurements to ensure the learnings implemented are having the desired effect.
The best ideas I find are the simplest: visual merchandising tips, enticing signage, product adjacencies I had not thought of, a counter layout that is genuinely fresh, shop floor shopper engagement that is exciting and drives sales and an overall environment that makes me happy. It is a thrill to discover fresh ideas that challenge what you have done for years in your business.
The most enjoyable ideas I discover are in retail businesses outside the traditional newsagency channel. When I travel I seek out retail that is nothing like what we do for this reason as I know I will find fresh ideas. I especially like looking at local artist businesses as these tend to be less influenced by mass retail trends. That said, some mass retailers are brilliant and offer lessons in every store.
Casa Magazines in New York demonstrates magazine specialisation
With only a limited magazine range available in mainstream retailers, it is left to magazine specialists to serve those committed to a title or magazines generally. I have written about Casa Magazines in New York before and grateful to have been able to see their business again. Range is their point of difference. Range only.
The last photo is of the ceiling inside the shop – looking toward the front door, showing they even use that space to pitch product.
The Atlanta Gift Fair redefines the gift opportunity
I am grateful for the opportunity to walk the many floors across the three buildings of the Atlanta gift fair last last week. While there were plenty of suppliers with the squall products, there were some exciting new products to see along with new approaches to retail and visual merchandising.
This year was different to last year with suppliers more keen to do business. For example, within 24 hours of meeting with a supplier I received an email from them. This is not usually the case. – no, they wait for the long show to end and then do the follow up. The more attentive response this year indicates a keenness in a tough marketplace.
What is fascinating about the show is the range of what constitutes gifts. In Australia we are bound by what the buyers of our wholesalers select. Getting to Atlanta I get to see what those buyers miss. It is fascinating and can open to opportunities.
Every newsagent with a gift department needs to continue ti evolve the offer. They need to decide what their specialisation is. The days of being a general gift store are gone. Price is an issue too. Restricting yourself to lower price gifts could deny you destination traffic that could be valuable. In fact, at Atlanta I saw many opportunities for specialisation that could work in newsagencies.
Country newsagents are especially fortunate in the gift space as they tend to have the retail space and captive market to work well for them.
The fair itself is attended primarily by women 35+. Our group of three guys with funny accents was a bit out of place. But since Americans love a good accent we were able to charm our way to some cool stands.
Here are my top five takeaways:
- Product range refresh is vital to your success. Often, this means supplier refresh (change).
- How you display products is vital to success.
- Colour is crucial to telling stories.
- Walking the floor and interacting with what you sell is essential.
- Love what you do. It’s not a job, it is a life choice.
I have more than 300 photos from the fair. Here is a small selection to reflect some what I enjoyed.
Sunday newsagency challenge: move pencils to the counter
Take all products off your counter except for a terrific selection of everyday pens covering all sorts of needs. Do it for a week and see how it goes. You could find it a waste of time or you could find people purchasing pens who did not come in to purchase pens.
The idea of these challenges is to get you to try something at is a challenge.
Sunday newsagency management tip: read your emails
I did a test recently and sent the same email several times to small business retailers using POS software from my software company.
Clicks on links on the third send were almost as good as the first time. I could tell from the mail software that the clicks were from different businesses too.
The experience told me there were plenty of people who missed emails, that there was a case to be made for sending information/news emails more than once.
My management tip today is – have an email policy. Manage emails to ensure they are all read. Otherwise, you could miss important information.
Sunday newsagency marketing tip: be noticed with the unexpected
On the wharf I was drawn to the pink bollard because I did not expect to see it. I was not along. Almost everyone I saw walking down the wharf noticed it, pointed it out and took a photo. That bollard got all the love because it stood out.
Marketing all about getting your business noticed.
Engage in the same marketing and you will get the same results. Think about this the next time you run an ad, send out a flyer or engage in a seasonal promotion. Ask yourself: How is this different? How will it stand out?
News Corp’s Adelaide Advertiser failed newsagents with promotion
The list of newsagency outlets supporting the Adelaide Advertiser House of Wellness promotion was wrong. Look at these three businesses:
- MODBURY Newsxpress Tanunda 5092 SA
- MODBURY Newsxpress Beers Newsagency5092 SA
- MODBURY Newsxpress Birdwood 5092 SA
None of the listed businesses is located in Modbury or anywhere near Modbury. South Australians would have looked at the list and realised it is wrong an, most likely, ignored it.
The list was also in an unhelpful format – leaving punters to do too much work to engage.
It was a big fail from News Corp. on this promotion. I wish they would invest more in quality content and less in poorly executed promotions.
How my OCD playlist of Spotify helps get me float above the clouds
Above the clouds you can see forever. Your vista is another world. You find yourself looking long into the distance, unencumbered by the clutter of street level existence of the everyday.
I am talking here about a headspace, a de-cluttered mind able to process as if it is in an above the clouds situation.
Because I can’t float above the clouds at will, yet, I use music to get me to a de-cluttered headspace. I have a short playlist on Spotify, six songs, that I play on repeat through my noise-cancelling headphones to get me above the clouds.
I can do this anywhere. It is important to being able to be productive on the road, at the office, on a plane – anywhere.
By the time the second song kicks distractions are gone and I am in the zone with the project I am working on.
Over the years I have found the choice of songs as important as the number of songs. Since I could lock myself away for an hour or more they need to be songs I am happy to hear three or four times without frustration.
It is an OCD playlist after all.
It doesn’t feel like work when I am in this place. Productivity is high as is clarity. It’s like a vacation from the day to day. I love this place.
I mention it to suggest to newsagents this could be a way to find opportunities outside what you usually consider in planning for the future of your business.
Terrific Papyrus greeting cards window display
I love the window I saw from Papyrus at the Atlanta gift fair this week. It speaks to range and fun in a bold card-centric way. Very creative.
News UK pledges to help independents including newsagents
Better Retailing has an article about News UK pending to help independents drive retail sales of its newspapers.
“We want to help retailers make more money, sell more newspapers and give shoppers a better experience in-store,” said Greg Deacon, independents sales manager at News UK. “We plan to create solutions and an unrivalled service for retailers that will fit modern retailing and make newspapers more relevant to retailers and shoppers.”
The focus on making the newspaper the offer in addition to confectionery or a beverage is interesting. News are running similar campaigns in Australia.
From a sales counter perspective there is only so much time for a impulse purchase pitch – an mary suppliers are keen for you to support them.