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

Magazines in London department stores

Here in London, magazines are at check out counters in department stores. While the photo is from a Marks & Spencer department store, I have seen this in several different stores.

I am not sure if the move is a reflection on the more traditional magazine retail offering here. I would doubt that as there are plenty of newsagency type outlets around from the national brand, WH Smith, to the smaller independent businesses.

What is interesting about what I saw today at Marks & Spencer is the mix of titles … it’s diverse: GQ, Men’s Health, Top Gear, Wired and Vanity Fair. Not a traditional mix I’d expect in a menswear section where I took the photo.  That said, I’d expect that the title selection is based on the shoppers who most commonly present at the counter.

My question for Australian newsagents is: how would you feel if magazines were sold like this at checkout counters in Australian department stores?

A follow up question: what are you doing about this in your newsagency today?

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magazine distribution

Greek Beat magazine opportunity for newsagents

Elias Farogiannis, the publisher of Greek Beat magazine has contacted me offering distribution of the title free to newsagents who would like to sell it – cover price $2.95.

Greek Beat is new.  It’s in English and Greek and targets readers between 18 and 60. Newsagents would know from the newspapers they sell whether they are in the right location to support a Greek magazine.

Here is the pitch from the publisher:

The layout is modern and unique covering different topics that include: Entertainment, Fashion, Travel, Recipes, Lifestyle, Beauty and Sport, which makes it a magazine suited for all ages.

Newsagents can simply order to stock the magazine by sending an email to distribution@greekbeat.com.au including their contact details and delivery address for the magazines.

Greek Beat will be FREE for 2 months for newsagents to trial the magazine.

This looks like a good opportunity for newsagents to find a market for the new title with little risk. It’s a cool way for a publisher to launch a title.

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magazines

Herald Sun paywall move comments

If you have a Twitter account, log on and search for Herald Sun paywall … see what the Twitterverse is saying about the move by News to put Herald Sun content behind a paywall.

Once you dismiss some of the fringe comments, there are enough other comments to suggest the move may have unintended consequences.

If the paywall is like that for The Times in London then it will certainly be frustrating and possible cost the publisher traction for good stories. Whereas with a print product a consumer can drift in and out of engagement by purchasing the odd copy, with the paywall for The Times this is not possible.

At The Times today there is a story I am interested in, but not interested enough to pay a £2 subscription to access. So I purchased the print edition. This is not entirely satisfactory as I’d now like to share the story and can’t do that easily with the print edition. It’s The Times story I’d like to share, not the version I can find from other publications.

News misses out with this scenario as do their advertisers.  Their paywall effectively blocks  recommendations from readers who used to share links. This stops a good story which they have exclusively from taking off virally. While this will not so much be an issue with the Herald Sun, it must be an issue with The Times here in the UK and The Australian back home.

Now, from a retailers perspective this could be good as people who can’t access something may well head to a newsagency to purchase a newspaper.  Time will tell.

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Media disruption

Use Facebook to see how publishers interact with readers

One way newsagents can find out more information about a any product we sell is to follow it on Facebook.  Smith Journal is a terrific case in point.  Their Facebook page has excellent information about the magazine. Cadbury has a page dedicated to one of the Easter treats. Beanie Kids has a terrific Facebook presence.  There are plenty of other examples.

While we don’t have time to keep track of the social media campaigns relating to everything we sell, we could connect with the products of particular interest to us. I’m sure that proactive newsagents will soon seek out more products to get the information edge which could help drive sales … especially once they have used the information they accessed to get a sale.

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magazines

Herald Sun digital offer disappointing

While it is good to see the Herald Sun digital pass offers all include a home delivery component, except one, I am disappointed that they continue to let down their loyal over the counter customers. We newsagents see the same people day in day out purchasing the same newspaper. Publishers ignore these people and instead chase the far more expensive home delivery route.

They are fools for missing these loyal retail customers.

As I noted yesterday, I don’t see any content at the herald Sun website or through the App which I would be prepared to pay for. I don’t want to pay to be told what to think.

I will pay for genuinely independent and professional journalism.

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Newspapers

Some frustrating former newsagents

There are some frustrating former newsagents in our marketplace. People ready to tell others what to do and how to do it, trading off having been newsagents previously.

Some of these former newsagents who are quick with advice do not have relevant experience on some of the situations on which they provide advice. Some failed when they ran their own newsagency and while this should not preclude them providing advice, it would be helpful for them to disclose this.

My advice to newsagents who are offered advice from anyone including former newsagents is to test their qualifications for providing the specific advice. Ask tough questions, make sure that you can trust their expertise in the field in which they are giving advice.

Sometimes, the best advice will come from an expert in the field of need.

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Newsagency management

How to promote new ACP cookbooks

We have the new ACP cookbook, Women’s Weekly Masterclass, located in our permanent ACP cookbook section as well as in with our food titles.

We will maintain and front position full face pocket for Women’s Weekly Masterclass for at least the first two weeks in this second location.

This is our plan for new ACP cookbooks – co0locating with food titles. Occasionally, we will do a placement with newspapers, but mainly we go with a second position in food.  This is in addition to a three pocket waterfall in the ACP cookbook section. We choose the place in food which works best with the title – as is shown by the photo.

I think it is important that newsagents have a consistent approach to new ACP cookbook titles and that everyone on your team knows what the consistent approach is.

Newsagents get these titles some weeks before supermarkets. This is our opportunity to get sales without other outlets competing. We need to leverage these early weeks.

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magazines

How are your hair magazine sales?

Is it just me or are hair magazine sales under performing other magazines? While there are a couple of titles doing okay, I am seeing others where sales are in free fall.

So here’s my question, is it just me or are other newsagents seeing this hair related titles?

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magazines

Promoting Mothering Sunday

We have been promoting a selection of greeting cards of Mothering Sunday, the UK Mother’s Day, in the lead up to the big day –  which is  this Sunday.

We have had the range on show at the counter as we figured that shoppers would ask if they were looking for the range and to provide an opportunity for people to be encouraged to purchase on impulse.

These minor seasons are good as they allow us to promote a point of difference over major retailers.

 

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Greeting Cards

Farewell Herald Sun

I have removed the Herald Sun from my bookmarks following the launch of their paywall today. While I never used the site for creating news, I did use it to get the ‘News’ perspective on a story. No more. I’m not paying for that.

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Newspapers

Watch out for Smith Journal today

The second issue of the very popular Smith Journal is out today. I URGE newsagents to NOT early return this. Newsagents who carried the title did very well last year. For more info see my blog post from Saturday.

My experience with Smith Journal is that it sells through the on sale period, even to the last week. It is not like many other titles where the majority of the sales are won in the week.

The other important pint is that Smith Journal attracts a younger male shopper, a valuable younger male shopper.  Like Frankie magazine except a guy rather than  girl.

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magazines

Ink sale finds (more) new customers

We are running another ink sale and as always happens we are welcoming new customers as a result of our letterbox marketing.

It is terrific finding new shoppers as a result of external marketing, especially customers for a product which is purchased wither regularity – like ink.

We have a cheap ink refill shop two metres from the front of our newsagency so it’s a pretty competitive situation.  While they focus on refills we are 100% focused on brands and proudly promote this … brand name ink and toner at competitive prices.

We have been offering ink in my newsagencies since mid 2005. It is now the single most important category of ‘stationery’ we sell. It is important because the purchase is habit based and because it offers us a way of showing that we are competitive on price – while maintaining margin.

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Stationery

Promoting Nigella and Mindfood

The latest issue of Mindfood has a good cover, this time featuring the wonderful (yes I am a fan) Nigella Lawson. We have co-located this issue of Mindfood with our food titles. Hopefully, Nigella fans looking for a food magazine will pick Mindfood up.

This approach of using a good cover subject to facilitate an off-lcoation display has worked well for us. A sale is a sale.

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magazines

What’s this newspaper again?

The Saturday Age with a Witchery ad covering part of the masthead. They appear to be using a different adhesive which does not tear the newspaper when to remove the ad. The trouble is that the ads don;t stick as well and more fall onto the shop floor as a result. Yeah, I don;t like these stuck on ads. They damage the brand and trash the streets.

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newspaper masthead desecration

Beanie kid product knowledge drives sales

We have just become a premier stockist of the Beanie Kid range in one of my newsagencies and are loving the new traffic being drawn to the business. We are seeing shoppers of all ages being drawn to the excellent selection of collectibles.

This is our first time in the collectible space beyond artworks. It is a whole new world. Beanie Kids collectors are tremendously valuable and smart shoppers. We have found that we need better than usual product knowledge to serve their needs and to help convert infrequent Beanie Kids shoppers into regular shoppers.

This is where Skansen Brands is helping, with good products knowledge with which we can be better prepared to attract good business. Their website is a wealth of information and on the phone their people have terrific knowledge. Understanding their engagement with social media also helps in our own social media strategies, so that we compliment their work.

I appreciate that it is challenging to be expert in all products. However, we each have hero products in our businesses around which we can build terrific shopper loyalty and good word of mouth. These are the products for which we need to develop and maintain superior product knowledge.  I see Beanie Kids as such a product.

This is my newsagency marketing / management tip for today … that we need to continue to develop product knowledge of our team members. Understanding the typical shopper and their interests and needs, being able to add value to a sale with knowledge and knowing why your business is the best place to purchase the items can attract people who love a brand name product like beanie Kids come back again and again.

As I write here many times, habit based shoppers are vitally important to any business, especially newsagency businesses.

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marketing tip

Promoting cash prizes and Better Homes and Gardens

We are promoting the Pacific Magazines $10,000 cash give away this weekend and at the same title promoting the latest issue of Better Homes and Gardens at the front of the newsagency.

The impulse unit is facing into the mall – everyone entering from the entrance near our newsagency sees this.

While the unit is designed to support the multiple titles in the $10,000 promotion, I have chosen to promote only Better Homes and Gardens through the weekend. Monday it switches back to the weeklies. Given when we sell the title I am confident this is a good move.

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magazines

F1 Racing magazine late

I am disappointed that the arrival of F1 Racing magazine in store is late to fully capitalise on the Formula One opportunity in Melbourne in the lead up to the race event. Anyone purchasing one issue of this magazine is likely to choose this issue. I would prefer to have had it seven days earlier. That said we have it at the front of the motoring section, with the full cover on show.

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magazines

Smith Journal #2 out Monday – WARNING do not early return this title

Smith Journal volume 2 goes on sale Monday – get a sneak peek here. This is from the publishers of Frankie. Many newsagents sold our of Smith Journal Volume 1 last year. I did in my newsagency and order ed more. Sold that too. ordered more and sold that too.  This is a hit title.

NEWSAGENTS: do not early return Smith Journal.

I have seen some sales data for this title and am certain that they stock you will receive Monday will sell. The print run is tight. The publisher has not scaled out with fat for returns.

There is a strong social media campaign around Smith Journal. This will work but over time.This is our opportunity to demonstrate that we will support new and innovative Australian titles. Other publishers are watching how newsagents react to Smith Journal. So, please, for the sake of all of us, DO NOT EARLY RETURN SMITH JOURNAL.

I have no commercial relationship whatsoever with then publisher, Morrison Media. It just so happens that I love the title and what they are doing to drive traffic to our stores to purchase this and their other titles.

I have already sought more stock as I am certain we will sell out.

If we as a channel to not fix the early returns problems we will turn out osiers away fro our businesses and this will ultimately hurt the most valuable habit based traffic we have.  This is not an issue for us to debate. It is an issue for us to act on in your own newsagencies. Yes, I understand there are titles we should early return – but this has to be done intelligently and based on good data.

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magazines

We need to get political about Australia Post

Reading the latest Australia Post catalogue it is clear that the operators of the government owned and protected corporation will put the needs of their shareholders and protectors, the federal government, ahead of the needs of small businesses.

We newsagents complain but what are we doing?

Unlike supermarkets, convenience stores and others winning business from those who might otherwise have shopped at our businesses, Australia Presents us an opportunity because of the government ownership.

A relentless, professional and  co-ordinated campaign could get the politicians to have to make a decision. They go on about competition policy yet for selfish reasons ignore their own advice. I think that they are weak on this.

The problem is that Australia Post is not a broad small business issue. It is an issue particular to newsagency businesses.

It frustrates me that politicians on all sides support this government owned business and through their support permit it to continue to target small businesses, like newsagencies. They have to decide whether they want profits from Australia Post or jobs in newsagencies.

Look at the items on the front cover of the catalogue. What do they have to do with postal services?

Section 14 of the Act requires Australia Post to provide a postal service first and foremost:

The principal function of Australia Post is to supply postal services within Australia and between Australia and places outside Australia.

Section 15 talks about permitted subsidiary functions:

A subsidiary function of Australia Post is to carry on, outside Australia, any business or activity relating to postal services.

Section 16 talks about other permitted functions:

Functions incidental businesses and activities

(1) The functions of Australia Post include the carrying on, within or outside Australia, of any business or activity that is incidental to: (a) the supplying of postal services under section 14; or (b) the carrying on of any business or activity under section 15.
(2) Without limiting subsection (1), the functions of Australia Post include the carrying on, within or outside Australia, of any business or activity that is capable of being conveniently carried on: (a) by the use of resources that are not immediately required in carrying out Australia Post’s principal or subsidiary function; or (b) in the course of: (i) supplying postal services under section 14; or (ii) carrying on any business or activity under section 15.

The last federal government and the current one have permitted Australia Post to take millions of dollars in revenue from small business. The situation is getting worse.

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Australia Post

Nice timing for Bowie book

We were pleased to see the David Bowie book in our Easter book sale pack as it ties in well with the cover of Rolling Stone magazine. We are using the book and the magazine in an out of location promotional display with newspapers – we figured both should work well at attracting impulse purchases from this high-traffic location.

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Tactical display

Newsagents missing the social media opportunity

Many newsagents are missing the opportunity of social media by finding and speaking with their own voice. Instead, they are promoting what everyone promotes – new issues of magazines, major newspaper stories and major seasons in a traditional way.

The best use of social media by small and independent retailers, like newsagents, is to publish content with a local connection … to show speak to your community about what you offer which matters to them.  This is what I mean about finding your own voice.

Each tweet, Facebook post and blog post should reflect your business, your situation and your community. Sure it can talk about a new magazine issue but it should be with a local context.

While some newsagents do this today, many do not and they are issuing an excellent opportunity to drive traffic and sales as a result.

I think that we can do better as a channel.

Newsagents speaking from their heart with a local voice will be more relevant to the local community than what any big business with which you compete could do.

If you want to understand the power of social media in the international stage, take a look at the Stop Kony campaign. In three days this week they have achieved close to 40 million views of the half hour film documenting the atrocities of Joseph Kony. If you don’t know what I am talking about, watch the video now. It will be 30 minutes well spent.

The Kony campaigners are using social media aggressively and cleverly for an important cause. Beyond their campaign there is a lesson for all with a message they want to spread. We could do this ourselves for our businesses and collectively for political attention. It all depends if we can agree on common goals and actually want to achieve the goals.

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Newsagency challenges

A good magazine cover can do wonders

I was talking to a graphic designer who works for a magazine publisher yesterday. They were asking about title covers which work on the magazine shelves and titles which don’t. While many titles can look good in a feature display with additional collateral, the discussion yesterday was specifically about how covers look in their regular situation.

The visual cut through of a title depends on the cover of the current issue. A title which might be average one month can look amazing the next.

This photo of some of the finance and property titles we have in-store at present is an excellent example of a title achieving good visual cut through. The latest issue of Money from ACP looks excellent. Indeed, we liked the cover so much that we made sure it on full show. Even the top quarter which is all shoppers would see of many covers looks good for this issue of Money.

Designers of magazine covers need to visit newsagencies to see how their work is placed. Hopefully this photo provides a good example to illustrate yesterday’s discussion.

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magazines

Promoting Australian iPhone magazine and the free iPhone case

We are promoting the Australian iPhone magazine with a double space allocation display in the Apple section of our technology magazines.

We are giving the magazine additional space in the spotlight because of the free iPhone case which comes with this issue. The extra value of the iPhone case gift makes the title pretty compelling.

Given the excellent sales of the iPad magazine (we got extra stock having sold out) we have high hopes for the latest issue for the iPhone title. With Apple back at the top of news stories following the launch of the iPad 4, this is a good time to promote the iPhone title.

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magazines

Promoting Feast magazine

We are promoting the latest issue of Feast magazine with this column-based display which faces shoppers as they enter the business.

The display can also be easily seen from the mall in the front of the shop, by people as they pass by our newsagency.

We also have the title in a half-waterfall in the usual location, in with food titles.

For years we have embraced columns with terrific sales success in our newsagencies … for magazines, gifts and selected other products which lend themselves to a tall display.

The key here is to use brands which make sense to shoppers, brands which are understood. Brands reinforce the professional representation of our business.

I think that’s where the Feast display works for us and for the title itself.

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magazines

Touch Networks launches loyalty program for all newsagents

Kudos to telco recharge and electronic products vendor Touch networks for launching a loyalty program which is open to all newsagents. Touch launched the program today and started communicating the details and benefits to newsagents right away.

This new program gives newsagents a point of difference between Touch and e-Pay and given that newsagents can easily access both they may want to look at the partner them use for telco recharge, iTunes cards, Moshi Monsters products and many other products which sell well in newsagencies.

Click here for a flyer about the loyalty program.

With the volume of electronic products newsagents sell and can influence the sale of, this loyalty program is a terrific bonus opportunity.

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Newsagency opportunities
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