We are promoting the New Idea Masterclass one shot in a second location in-store with this display at the entrance to one of our magazine aisles. This is in addition to the tactical placement on the stand at the front of the newsagency. This new food title has hit at a good time. It’s certainly generating good customer interest.
I have been overseas this week and noticed people, usually men, walking through the traffic selling newspapers. Nothing really surprising about that except that they usually sell a range of titles. The guy in the photo is offering seven newspapers – there are two titles on a frame above his right shoulder. A pretty amazing feat.
Seeing this chap walking up and down the lines of traffic the other day got my mind wandering, wondering about what we do which is similar? How to we walk our businesses outside our four walls?
The wondering hung with me through the day. I couldn’t help shake the feeling that we have spent too much time and money building shops which are based on the need for our customers to come to us. This chap on the road, and so many I have seen this week, are in a situation where their only option is to get on their feet and chase business.
I am not advocating that we close our shops and hit the road. Of course not. I am, however, questioning whether we have built homes for our businesses and ourselves which are too comfortable for us, too hard for us, to leave to get our and chase sales.
If we sit in our nice homes we rely on visitors (customers) coming to us when better business could be out on the streets somewhere. This chap is pounding streets probably because he has no choice. We have a choice and all too often choose to not chase as hard as we could. Maybe we need to run our newsagencies as if we have no choice other than chasing every opportunity possible.
That’s what I started thinking about at least when I was stuck in traffic and saw this chap on the street selling so many newspapers.
We have been promoting the launch issue of the local edition of Maxim magazine with this excellent in-location display. I love the display by one of our team members – eye catching!
This in-location display stands out beautifully in the aisle, you can’t miss it not only from in this busy aisle but also from outside the aisle.
It’s good to get another local magazine launch, especially one being backed by a marketing spend to drive sales in newsagencies. I’d encourage newsagents to get behind Maxim to leverage their marketing spend.
We have a selection of Rubik’s Cube products on display at the front of one of my newsagencies to attract shoppers who are fans of this popular puzzle. These mugs look terrific. Shoppers are drawn to them, usually with a smile like they have set their eyes on an old friend.
In the photo you can see mugs, yes mugs made to look like the popular cube puzzle. I like this product because it’s not something you would usually see in a newsagency and because I can see it working as a nice basket (and margin dollars) builder for us. It’s already selling well, after just a few days.
The more we play in the gift space, as broad as that is, the more we learn. It’s a terrific and rewarding journey.
Check out this video showing how to setup the New Idea twistie display bin.
Publishers note – training videos are a terrific way of communicating with newsagents.
We are promoting the latest issue of Madison magazine with this display in the women’s fashion magazine section of one of my newsagencies. This terrific display is seen by shoppers as they leave this section of our business. We also have Madison in its usual location nearby. The co-location will run for a week.
My local Fitness First gym has just installed a display unit offering free copies of the Herald Sun newspaper. It has replaced a unit which offered free copies of The Age which had been in place in the same location for the last four months.
It seems to me that there has been a significant increase in availability of free newspapers: at gyms, sporting events, coffee shops, outdoor events and even supermarkets.
Until recently I thought that free newspapers would be the local ‘community’ newspaper and commuter newspapers like mX, a slim and fluffy ‘news’ paper which is distributed in several Australian capital cities Monday through Friday. What we now regularly see goes beyond the mX model. More and more we are seeing free copies of the main game, the regular newspaper available which shoppers used to pay for. Plus we are seeing weekend paid for newspaper, free.
While publishers may say that these giveaways are designed to promote the titles through sampling, I don’t see this. A four month long sample of The Age at Fitness First gyms is a long sample.
I am concerned that the publishers are inching closer to a completely free model. If this is not the case then why are they educating shoppers to not pay for their newspaper? Why are they engaging in campaigns which invite shoppers to not get their daily newspaper from their newsagency?
3AW’s Keith McGowan retires this Friday morning after 54 years on radio. Twenty one of those years he has hosted the popular Overnighters program on 3AW.
For the best part of the past decade, Keith has presented the ‘live’ radio advertisements for the Melbourne Observe. During and around these advertisements and at other times during his program Keith has been a champion for newsagents, talking us up. His love of and commitment to the small business and newsagents in particular is something I appreciate, something all Victorian newsagents should appreciate. I have often heard him telling listeners to get to their local newsagent.
During tomorrow morning’s show, there will be a call for listeners to go to their local newsagent to pick up the Melbourne Observer for the 48 page Keith McGowan tribute. Supplies have been increased to ensure that there is enough stock in the system for what should be a sell out issue.
Victorian newsagents: make the most of the opportunity. Put Melbourne Observe the at the counter – somewhere it will drive impulse purchase.
Thanks Keith for your support!
I like the display unit provided by Pacific Magazines for promoting the New Idea Masterclass cookbook.
I like this stand because it’s fresh for a magazine stand. It has a feeling of movement – thanks to the twist in the base. I also like the stand because it has a small footprint – this gives us flexibility as to where we place the stand.
The other reason to like the stand is that it is fresh – helping us combat the consumer view that newsagencies are out of date or old.
We are currently promoting New Idea Masterclass at the front off the shop, with the stand facing out into the shopping mall. We have it placed next to a similar sized display unit promoting the latest issue of MasterChef magazine.
We are promoting the latest issue of Cleo magazine with this display at the entrance out our magazine department. The eye shadow gift is excellent value. We know that we are better off displaying this with a full face display than in the traditional newsagency magazine where the gift would be lost.
It feels to me like magazine publishers are investing more in these free gifts than a few years ago. They also appear to be investing more in how the gifts are attached to their products. Either that or I am mellowing.
I bought Man Bites Murdoch by former Herald Sun Editor Bruce Guthrie in October last year. Unfortunately it sat in a pile of other books I want to get to. While I read a book a week, for some reason I never picked Man Bites Murdoch up. That changed this week. I have just finished the book. It is interesting to read it in the context off the still unfolding UK phone hacking scandal. It is quite different to Michael Wolff’s book, The Man Who Owns The News, which I read last year.
This blog rates a fleeting mention in Guthrie’s book, on page 313.
In Man Bites Murdoch Bruce Guthrie takes us through his years working for News Limited, over two stints and other highlights of his career. While the subsequent unfair dismissal action brought by Guthrie against News speaks for itself, the book provides an excellent first person insight into the culture of News Limited from the perspective of a senior executive who was once feted, lauded and then cut down.
Many distribution newsagents are concerned about what is planned for newspaper distribution. The concern is reflected in the price now being paid for newspaper home delivery territories and the desire of many to exit.
If we think about the lack of fairness demonstrated through cover price control, the handling of Guthrie, the UK phone hacking scandal, the biased and poor quality reporting of the climate change debate and the master / slave type relationship between publisher and newsagent, I can understand why newsagents are concerned.
Yes, it may be a stretch to connect these separate matters together. For me, however, the go to the heart of what the company is prepared to do the the company, This, after all, is their obligation – to their shareholders.
We are raising the profile of rugby titles in my newsagencies in the lead up to the Rugby World Cup in New Zealand later this year.
With the event more or less being local and the traditional rivalry between Australia and New Zealand I’d expect strong interest. To leverage this we have established a better home for rugby titles in pursuit of sales growth.
We are promoting the latest issue of Men’s Health with this display on a pillar which is adjacent to the sales counter.
The new promotional poster is different, kind of left field, to what we see for a magazine so we wanted to give it prominence in-store.
Men’s Health is an excellent magazine to suggest to shoppers as a gift for a boyfriend, brother, dad or son. It is not something people would usually think of – I’ve had customers react well when I have suggested it to them.
I think that it is important we see magazines as something more than a purchase by a reader interested in the topic. They do make good gifts, especially when people are cutting back on their spending. A magazine gift is cost effective, personal and demonstrates thought by the giver. So … we grab opportunities, like with Men’s Health to pitch certain titles as gifts.
The latest issue of Australian Property Investor is another magazine selling well at the counter. How can shoppers not notice the gold cover? It is terrific to see them look at and pick up the title. I’d urge newsagents to place this title at the counter – but make sure that there is clear space around it, so that it can be seen. Too often displays at the newsagency counter fail because there are too many other displays offers and products at the counter pulling focus.
We have banked with the ANZ bank since the early 1980s. While it has served my businesses well, I do not feel that it respects or appreciates our business.
We recently paid off a funding arrangement just a few months early and they decided to not exercise discretion to waive a sizeable (thousands of dollars) early payment fee.
We deposit considerable funds every week through my businesses yet there is no respite to their various fees and changes.
A quick look around suggests that we may be able to do better. So, we are looking around at our banking options.
I noticed favourable newspaper coverage for the new (returning?) Bank of Melbourne earlier this week. The reports indicate that they are courting businesses with deals and offers.
We plan to thoroughly research our banking options and weighing up all associated costs in pursuit of a more economically viable banking relationship for my businesses.
I’d be interested to hear from anyone with what they consider to be a good and financially rewarding banking relationship.
Any loyalty I felt to the ANZ evaporated when they used their discretion to not waive a fee which I considered unreasonable.
We are promoting Baked & Delicious, the new partwork at the front of each of my newsagencies with displays which attract shoppers from the mall as well as shoppers who are inside the store. This two step approach has worked well for us before with popular partworks.
First day sales were strong. Once the TV campaign has hit its stride (during MasterChef)I am sure sales will spike. This is a good quality part series hitting the market at the right time.
The key with a low cost title like this is to ensure that you have the right add-on products on offer nearby and between the displays and the counter to drive basket-building business, to offer a putaway order form and to promote it at the counter as the basket builder.
We have some customers purchasing two copies of part 1 – for extra cup cake moulds.
Here is the Melbourne TVC schedule for today (courtesy of Gordon and Gotch):
7TWO SD Melbourne Home and Away Tuesday 09:00-09:30 15 Y 1
GTV-9 Melbourne Kerri-Anne Tuesday 09:00-09:30 15 Y 1
7TWO SD Melbourne Shortland Street Tuesday 09:30-10:00 15 Y 1
GEM Melbourne Friends Tuesday 10:00-10:30 15 Y 1
ATV-10 Melbourne The Circle Tuesday 10:00-11:59 30 Y 1
GTV-9 Melbourne Nine Afternoon News Tuesday 17:00-17:30 30 Y 1
ATV-10 Melbourne Ncis: L.A. Tuesday 21:30-22:29 30 Y 1
GEM Melbourne The Closer Tuesday 21:30-22:30 30 Y 1
The first 30 second MasterChef spot is in Thursday.
In our case we are giving food titles a push. It makes sense given that the TVC will generate new traffic from people interested in food titles.
Be sure to check out the amazing display done by newsXpress Ballarat.
We are promoting the latest issue of Motor magazine at the entrance to our men’s magazine aisle – with this simple yet highly visible in-location display.
I love the almost monochrome cover, it stands out against the sea of colour which fills magazine fixtures in newsagencies and other retail outlets. This cover should see this issue more easily noticed and that is the first step to driving sales. Well done to the production people for the look of this issue.
Considering how a magazine cover will look on newsagency shelves is as important as designing the cover for how it will look when a reader has the title in their hands. In fact, I’d say it is more important to for if you can;t have your cover leap out from the sea of colour then the battle is lost before it starts.
We have been promoting the latest issue of InStyle in a premium location to make the most of the free gift of Napoleon mascara. Being a brand name gift is important as shoppers recognise this as a value gift. This is why it is important for us to show off the brand – to make the most of the gift opportunity. Putting this title in regular magazine fixturing would be a wast of the premium gift.
The masthead of The Age newspaper today has another post-it type ad stuck over editorial content promoting a good story about phone bills. I feel sorry for those who worked on the phone bill story – that promotion of their report is covered up in this way.
I saw the best thing ever on the weekend: an employee of a shop which competes with one of my newsagencies, in the ink and toner space, working behind the counter with earbuds in. Judging by his sway as he browsed the internet I’d say he was listening to his iPod. He was the only employee on duty at the time.
At first I was shocked … shoppers would be turned away, surely he would understand this. Then I was pleased … for the advantage it gave us – our team members don;t listen to their iPods while at work.
I have found myself thinking about what I saw several times in the day and a half since, thinking about how so many of us are plugged in through iPhones, iPads and iPods and other devices and how these devices interrupt transacting sales when our customers are using them. It can be frustrating – to sales staff as well as to other customers.
Interacting with the devices while at work and from the business side of the counter is another thing altogether. I see no place for this at all. I’d be interested to hear what others think about this.
in the meantime I am happy for our competitor’s employee to disrespect shoppers by listening to music while behind the counter.
Click on the image to see the trendsmap from Friday night showing that in AFL crazy Melbourne the Heath Shaw betting scandal story trumped every other topic. Trendsmap is a real time mapping of local Twitter trends. It provides an excellent, and fascinating, perspective of what is on the minds of Twitter users. If you look closely you can see interest in carbon in the background.
We have been promoting running magazines because of the Run Melbourne event held over the weekend. With The Age newspaper the major sponsor, the running event has been getting plenty of coverage. So it made sense to me that the try and tap into this by promoting running titles.
I like to grab any opportunity possible to connect titles in by newsagency with a local event as this reinforces connection with a diverse range of activities and the range of titles we have in the newsagency.
Yes it is a challenge to be aware of events around which we can promote special interest titles. It’s what we have to do if we want to call ourselves magazine specialists. Just putting a broader range of magazines on the shelves than other retailers does not, of itself, make us magazine specialists. We need to engage with the specialist range.
Our tactical promotion of Diabetic Living at the counter paid off with the title selling out. Most copies were purchased on impulse. Who says you can’t grow magazine sales? The question newsagents need to ask every day is: what am I doing today to encourage the impulse purchase of magazines?
The range of magazines available in newsagencies is the one point of difference all newsagents in Australia share. While there are other points of difference in individual newsagencies, magazine range is the one national point of difference.
Despite the challenges with the magazine distribution model, the migration of some print traffic to digital devices and other challenges around the print model I am confident that magazines will continue to play an important role in newsagency businesses for at least some years yet. This is why I am always looking for and thinking about different ways to promote magazines in my newsagencies.
So, to my marketing tip for today, why not run a magazine focused shopper engagement promotion in your newsagency…
MY FAVOURITE MAGAZINE
I see this as a very simple yet engaging in-store promotion. It is unlike anything you would or could see in any other magazine outlet. It is too customer engaging and too local to be of interest to supermarket, petrol and convenience outlets.
No, this promotion is designed for people who think about the magazines, people who have a relationship with the titles they purchase.
The idea is to engage with your shoppers about the magazines they like and through this to attract more shoppers to engage. The subtle narrative I would hope for from such a promotion is: what a wonderful range of magazine titles there is in this newsagency and what a passionate group of regular and local shoppers who love these titles. That has to be the goal for the more shoppers who realise the range and who connect with a regular visit the better.
Here is how I see a MY FAVOURITE MAGAZINE promotion.
That’s pretty much it. As I said, this is a simple and local campaign designed to show off an important point of difference between your newsagency and other non-newsagency magazine outlets nearby.
I have not run this promotion as described. It’s only something I have thought about in this format this week. I have run promotions where customers vote and others where we focus on top sellers in categories – but nothing like this where customer opinion and feedback for the magazine titles about which they are passionate is so vital.
If you try this marketing tip please share with us your experiences. Also, let your magazine distributors and key publishers know.
Magazines are vitally important to the newsagency channel. The value we harvest is up to us. Local engagement around our point of difference is vital over the next couple of years.
In the photo, to the right side of the entrance to the store, you can see the triangle display provided by the folks at the Herald Sun for promoting the launch of the Harry Potter collection series yesterday.
We reconfigured this side of the entrance to our store to accommodate the promotion. It was worth it based on sales and shopper traffic.