Below I share a story from a magazine publisher about a recent experience they had. This story underscores my concern that the treatment of newsagents by magazine distributors is leading to some of us making decisions that hurt our businesses and distance us from the one point of difference we share as a national channel.
Here’s the story:
We had a phone call from a lady last week who wanted to subscribe to our magazine because she couldn’t find a newsagency anywhere in her area that sold it. She stated that her local newsagency used to get it but doesn’t any more (i.e. since IPS began distributing it last October).
I know this publisher and when they get such calls, they always check their IPS allocations list and advise the caller of newsagencies in their area that stock the magazine. This is an excellent and supportive service. It demonstrates practical support of newsagents
Our title’s presence in newsagencies is very important because we understand that most people do not want to subscribe to magazines.
When we checked the allocations list for our caller last week it showed several newsagencies in her general area that stock and sell the magazine, and she was very happy to be given store names and addresses.
More importantly though, a subsequent check of earlier allocations showed that her local newsagent had received stock, with null sales after we changed to IPS (along with several hundred others) – a clear demonstration that those newsagents would not accept supplies from IPS.
I understand it is every newsagent’s prerogative about who they deal with, but am concerned that those who won’t deal with IPS are effectively sending hundreds of customers who are determined to buy a copy of our magazine to other newsagencies, where they might spend much more than just the cost of our magazine. I wonder what percentage of those “turned away customers” become “thrown away customers” because they change their allegiance to the new newsagency and only shop with them.
Yes, the magazine disribution model is sick, we are oversupplied by Gotch and network and their service of newsagents is poor compared to their service of the majors and, yes, we need to reduce our magazine range. however, we need to make moves on a commercial basis. IPS at least gives us the best tools for doing this.
The issues canvassed here yesterday notwithstanding, we placed the first part of Classic Pocketwatches at the entrance to the aisle where we have our newspapers. We decided to not use the front of the shop because of focus there primarily is for Mother’s Day right now. We are really restricting magazine promotions at the front of the shop – unless they are excellent traffic generators.
