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

Revisiting the ACP Classic Children’s Birthday Cake Cookbook

We have put up a high impact display behind the counter supporting the Classic Children’s Birthday Cake Cookbook from ACP magazines.  This title has sold very well for us already and we figured it had some capacity to deliver more sales.  Check out the display.

birthdaycaebook.JPG

This behind the counter space continues to be commercially valuable to us.  While there are some displays which to not deliver the sales we need, most work.  The displays certainly differentiate us from the usual behind the counter experience in newsagencies.

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magazines

Newsagents have the best opportunity in decades to change to magazine distribution

Further to my blog post yesterday about the contracts released by Fairfax subsidiary IPS, Australian newsagents have the best opportunity in decades to drive change to the magazine distribution model.

Imagine the message it would send to Gordon and Gotch, Network Services and their publisher clients if masses of newsagents embraced to new IPS model.  This would be a vote for change.  It would demonstrate that newsagents want more business controls over magazines.

Fast forward six months and think about how Gotch, network and their publisher clients might react if IPS publisher clients are reporting good sales from the newsagent network.  IPS could deliver a good win win win – newsagents, magazine publishers and the distributor all win from selling more magazines.

Newsagents can make this happenby engaging in the business terms and taking control over magazines.

This will be a foreign situations for us.  We are not used to having such control.  Don’t be afraid.  Embrace it.  make the most of the opportunity.  Use your business acumen to make good business decisions.  Take ownership for what happens with these IPS titles as a result.

I cannot stress enough what is at stake for newsagents from the entrance of IPS to the magazine distribution model.  This is an excellent opportunity for newsagents.

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magazine distribution

Fair Work Australia gets closer to something which is fair

Finally, after almost a year and a half, Fair Work Australia realised that the Fair Work Act got it wrong re after school minimum hours.  The decision announced Monday to cut the minimum shift in small retailers from three hours to one and a half hours is welcome but late.

Government intervened in something which was working.  Many businesses, their employees and associations who represent them lost time and money while the ‘independent’ umpire took too long to realise that the politicians got it wrong.

This is an example of government imposing ill-conceived regulation of a part of business which worked well for decades.  While the government will say that it was an unintended consequence of broader reforms, the reality is that they got it wrong and caused considerable disruption in small business retailers, including newsagencies, as a result.

What a waste of time.

At least we can get on with business.   If only politicians on all sizes were true to their promises of reducing red tape and making doing business easier.

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retail

Walk to your newsagent

runmelbourne.JPGKudos to The Age for their terrific support of newsagents with this full page promotion of newsagents in the brochure promoting the forthcoming Run Melbourne event.  They call on entrants to get to their local newsagent for a copy of The Age for full results for the event.

Every mention of newsagents as the go to place for news and information is good in my view.  So, a big THANK YOU to those at The Age who decided to support newsagents in this way. It’s most welcome.

The support for newsagents is a good reason for newsagents to, in turn, support the event.

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Newspapers

Excellent giveaway supporting MasterChef magazine

mag-mchef.JPGWe are promoting the latest issue of MasterChef magazine with this aisle end display.  This is an excellent deal with a free copy of the Junior MasterChef Cookbook included with this issue of the MasterChef magazine.

We sold out of both orders of the Junior MasterChef Cookbook when it was published late last year so we know that there is strong interest in our area for the franchise and this title in particular.

This issue is selling well.  We sold 50% of our allocation in the first on-cal day (Monday).  We have ordered more stock.

While I’m not a fan of bagged food magazines, browsers like food pictures, it makes sense this time as shoppers can feel the value of the gift.

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magazines

IPS releases new magazine contracts

Integrated Publication Solutions, a subsidiary of Fairfax Media, has released its new trading terms agreement for the supply of magazines to newsagents.  Click here to access a copy.  Click here to see a copy of the accompanying letter from IPS which provides background to the proposed trading terms and outlines the benefits accessible including:

  • A move from 7 day to monthly accounts
  • Greater flexibility in managing supply
  • The removal of full copy returns
  • Increased commission for publication sales
  • New revenue streams through marketing and promotional support
  • EDI data flow through XchangeIT
  • Greater assistance in managing General Retailers.
  • The removal of early returns

The new magazine distribution model from IPS is the best opportunity newsagents have had in years to bring about change in magazine distribution terms and policies.  Signing up is a vote by newsagents for change.

The new magazine distribution model has emerged from a year long process of intensive industry consultation by the folks at IPS.  They have spoken with newsagents and associations right around the country.  This is reflected in the proposed trading terms.

Gotch and Network have every right to be concerned at what the arrival of IPS and their new model could mean for their businesses.  I am certainly aware of concerns within both companies about the impact the arrival of IPS could have on their respective businesses.

Management of IPS have made it clear that they will continue to consult with newsagents as they bring on more to their new magazine distribution model.

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magazine distribution

Graeme Samuel failed small business as ACCC Chairman

Last week, outgoing Chairman of the ACCC Graeme Samuel took to the stage of the National Press Club in Canberra to discuss his achievements and those of the ACCC under his watch.

The speech was, not unexpectedly, positive about the ACCC and Graeme Samuel’s achievements.

Mr Samuel took the opportunity to talk about what he calls an expectation gap, a gap between what Australians expect and what the ACCC can deliver.

It is in discussing achievements the area of small business where Graeme Samuel talks about the expectation gap in the context of what the organisation can do versus what some say it should do (or have done).  he also mentions tough love when discussing small business.

Reading and re-reading the section of the speech which deals with small business I get the impression that Graeme Samuel knows that he has let small business down and needs to explain why this is not his fault. He certainly gets the value of small business to the Australian economy:

The Australian economy depends on the contribution of small business. In recent times the sector has produced about one third of our Gross Domestic Product and employed almost half the workforce.

Mr Samuel then goes on to say that the ultimate obligation of the ACCC is to competition, suggesting this as an excuse to small business people concerned at the lack of action by the ACCC.  That is how the speech reads at least.

My view is that Graeme Samuel failed Australians not only in the areas of newsagencies and small business areas but more broadly.

According to a PriceWaterhouseCoopers report in 2008, Coles and Woolworths then controlled up to 80 per cent of Australian grocery trade.  This is up from 30 per cent in 1975. Once you add fuel and liquor who have two businesses in unassailable market share positions.

The market share of Coles and Woolworths has increased considerably under Mr Samuel’s watch.  Back in 2003, Coles and Woolworths did not dominate, as they do today, fuel and liquor. They were not the kings of convenience that they are today.

While I have no evidence on which to base this, it feels to me as if there is less competition today than eight years ago when Mr Samuel entered office.  Fewer butchers, greengrocers, hardware shops and  newsagents … small businesses directly affected by the lack of action by the ACCC on these two retail giants getting bigger.

In terms of newsagents and the ACCC, the ACCC has failed to properly assess the impact of the deregulation of newspaper and magazine distribution which it watched over in 1999.  No one knows if consumers are better off as a result of deregulation.  Newsagents certainly know that the deregulation was only half completed and that the ACCC administered changed resulted in a free kick to Coles, Woolworths and others while lumbering newsagents with anti competitive business practices.

Despite repeated complaints by newsagents, the ACCC has failed to complete a warranted and appropriate study of the terms offered newsagents since deregulation.

The ACCC has also turned a blind eye to the use of the publicly owned Australia Post brand to take business from small business newsagents through 850 or so government owned post offices.  Australia Post remains protected despite world’s best practice indicating that it itself should face competition.  That it has remained protected while it has so aggressively gone after newsagent business is a blight on competition policy and on Mr Samuel’s ACCC.

Too often in the speech Mr Samuel runs for cover of the Act and politicians for protection.  He was hired to make Australia a more competitive economy.  By my assessment he has failed.  Any such assessment must not only consider economic benefits, as these things usually tend to do.  No, it must also measure social benefits.  It is in the area of social benefits where newsagents and other small business retail channels serve well.  Sure Coles and Woolworths give back but I suspect they do not give back as much as privately owned small businesses.

We give kids employment early in life, support community groups, help with fund raising, work with local sporting groups and schools, offer a more convenient shopping experience, are less likely to engage in manipulative and questionable pricing tactics and provide a personal human service.

The most important and valuable role of small businesses, and small business retailers in particular, is our participation in the community narrative.  That is supporting, upholding and sharing the history and stories of the local community in which we serve.

Graeme Samuel has, in my view, failed small business over his eight years of tenure as Chairman of the ACCC.  He has been a friend of big business and weak in dealing with politicians.  Australians are left with a less competitive environment.

Click here to access a full copy of Graeme Samuel’s speech.

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magazines

Co-location helps drive craft magazine sales growth

week-craft.JPGA few weeks ago we created a co-location space for craft titles on an impulse magazine stand at the front of our magazine department.  Our goal was to get shoppers who do not shop the last third of the store, where our craft section is located, to see the titles, browse them and, hopefully, purchase.

This approach is working.  We are regularly filling pockets on this stand and while some purchases will be by shoppers who would have purchased anyway, sales data indicates that we are driving incremental business with this tactical approach to co-location.

We have display units like the one in the photo.  We use the top part of the display unit for displaying product with which to pull eyeballs – using highly sought after titles – and the bay below to offer titles which could / should appeal to the person attracted to the magazines in the top section.

As with much of what we do with magazines, we keep moving titles and categories around.  We find change an effective way of driving magazine sales.

Footnote # 1: to those who think that I think magazines are dead.  Why would I invest time in this and the many other thinks I try if I thought that?  We have an opportunity for two to three years as I see it.  The current retail disruption brought on by the closure of borders and some newsagencies helps those of us with smart magazine management practices to drive incremental business.

Footnote #2: to magazine distributors and publishers. Only newsagents would do this, continue to rotate titles and co-location.  Not supermarkets.  Not convenience stores.  Not petrol outlets.  Yes, only newsagents engage with your products in a more creative way … and we do it without asking you to pay for this extra attention and effort.

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magazines

Promoting Caravan World magazine

mag-caravanworld.JPGWe are promoting the latest issue of Caravan World magazine with this impulse location display.  Our team picked up on the free Hema map of the Northern Territory which comes with the magazine and featured this in the display.

This is the only in-location display in this magazine aisle – it stands out well.

This display continues our tradition of supporting a broad range of magazine categories with in-location displays.

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magazines

Supporting Cleo magazine

mag-cleo.JPGWe are promoting the latest issue of Cleo magazine from ACP with this aisle end display facing onto the dance floor.  When this display comes down after a week we will continue with the half waterfall which we also have put in place supporting the title.  Click on the image to see a larger version of the display.

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magazines

Office Depot Pursues Smaller Format Stores: The Stationery Challenge for Newsagents

astat.JPGUS stationery retailer Office Depot is following the lead of Staples and Office Max and rolling out a smaller store concept.

The change followed a tour of stores by new CEO, Kevin Peters. As widely reported in the press, Peters conducted his own mystery shopping research in plenty of the Office Depot outlets.

Peters discovered that shoppers who did not purchase were not happy with customer service or store navigation. This is what he has set to address with smaller format stores and more full time employees.

I expect that when Staples starts rolling out Staples branded retail outlets here, they will try the smaller format stores. Given their excellent focus on and connection with small business shoppers, such a move would hurt newsagents.  Officeworks is bound to follow.

There was a time when newsagents owned stationery sales in Australia.  A visit to newsagencies today could indicate that as a channel we have given it up.

Newsagents could/should get on the front foot with stationery today by fixing what I consider to be a somewhat broken category in our channel. Here is what I suggest:

  1. Review your stationery department. Look carefully at what works and what does not work. Look at your business data.
  2. Consider seriously quitting items which have not sold in six months as they are not paying for the space they occupy unless they deliver excellent margin dollars.
  3. Talk to GNS about their top, say, 500 sellers in your state. At the very least, you should stock these and price them keenly to push back on the consumer view that newsagencies are expensive.
  4. Look carefully at your stationery layout. Is it easy to shop? Are prices clear and easy to read? Are sections well sign posted?
  5. Do you run stationery promotions outside your store, in the local newspaper, through catalogues? If not then consider this. People will not find newsagencies as they have in the past, you need to go out and find them.
  6. Are your employees well trained? Test them. Make sure that they know what you stock and why shopping with you is better than your stationery competitors?
  7. Who knows the most about stationery in your newsagency? Are they on the shop floor in your busiest times and if not, why not?
  8. Do you and your employees step out from behind the counter and genuinely help your customers? If not, why not?
  9. Go back to your business data. Look carefully at the return on investment you are getting from your stationery department. Look at sales this year compared to last. Make sure that you understand why there has been a sales shift (up or down) across the periods.
  10. Your business data is the best navigation instrument you have to increasing stationery sales.
  11. Talk to local businesses who do not buy their stationery from you. Find out why. Find out what you need to do to get their business. Opening these conversations could be tremendously profitable for you. This is what our biggest competitors do.
  12. Talk to shoppers who visit the stationery department without making a purchase. Find out why.

Newsagents have all manner of excuses why stationery sales are not what they used to be. While some of these may be reasonable, making excuses does not help you move forward. The only way to grow your stationery sales is to engage in making changes in your business, as Office Depot is doing in the US right now.

What changes are you making?

Stationery is one of the few departments where you have full control. The performance of stationery is the best indicator of your performance as a newsagent. How are you doing?

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Newsagency opportunities

US magazine retailer offers free shipping

Magazine Café, a US based specialist magazine retailer, has announced a limited time offer of free shipping for all high fashion magazines within the United States. This New York City retail outlet is known for its large range of international fashion magazines.

I like that they are building a connection with their customers which goes beyond the four walls of their physical retail outlet.

While the US magazine market is quite different to Australia, this is an interesting move, one which could work in several Australian newsagencies I can think of.

This is a good example of the type of ideas newsagents need to be thinking of.

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magazine distribution

UK apprentice show tackles magazines

The UK version of The Apprentice TV show last week had the contestants create a magazine reports The Guardian. Unfortunately, the BBC website blocks us from accessing this episode from Australia.  From what I have read, the show would have been interesting to those of us with an interest in magazines and the challenges and opportunities around the product category.  I was especially interested in the success that one UK publisher is having in the free space as reported by The Guardian:

They visited the offices of Shortlist Media, a company that has prospered through a simple formula – free magazines aimed at broad demographic groups – men (Shortlist) and women (Stylist). The model is profitable, the titles picked up and read, demonstrating is that what matters in publishing is having a straightforward idea that is executed with imagination and verve even in a crowded marketplace. The contestants on The Apprentice might have struggled with that, but even they, when faced with printed versions of their own efforts, began to see what fun magazines, and indeed the media business, can be.

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magazines

Promoting quick dinners title

goodfooddinners.JPGWe have been promoting the Good Food 200+ Quick Dinners cookbook title from ACP Magazines with this aisle end promotion.  Our team cleverly copied pages from within the cookbook to show off the variety covered in the recipes.  We’d cook but being in a shopping centre can be a challenge for such live demonstrations.

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magazines

William and Cate 2012 calendar popular

willscate.JPGPre sales of the 2012 William and Cate Royal Wedding calendar have been strong.  Customers have been happy to pre pay $24.95 to secure their calendar.

Being the only retail outlet in the shopping centre with the offer helps promote a point of difference.  It also helps us get in ahead of the Calendar Club outposts which open up at the end of the year.

It’s terrific seeing a newspaper, greeting card or magazine customer add to their basket by pre paying for their calendar.

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Calendars

Customer frustration over coffee guide

ageguide.JPGCustomers yesterday were frustrated that they could not purchase from us the coffee guide promoted on the front page of The Age newspaper.  Here in Melbourne we love our coffee and we have (IMHO) the best coffee outlets in Australia so it is natural that the offer of The Good Cafe Guide 2011 for $5 would be popular.

Customers thought they could buy the newspaper and the Guide from us in one transaction.  The frustration came when told that they have to go to one of the limited number of outlets to redeem the coupon for a copy of the Guide at $5.  Indeed, juts over 300 newsagents stocked the Guide.  As a retail only newsagent we were not even offered.  Dumb.

If what I heard yesterday is anything to go off, goodwill generated by the Guide was compromised by clunky distribution.

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Newspapers

My Weekly a challenge to display

myweekly.JPGThe My Weekly Spring Special is a challenge to display with the two free gifts meaning we can only fit one copy per pocket.  Flat stacking does not work as the gifts are loose inside the plastic bag.We are lucky that we only have a few copies.  Newsagents selling more than three or four copies would have a display challenge.

The gifts are good for the target reader.  My only (small) gripe is the display challenge.

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magazines

Expanding the food magazine range

foodmags.JPGWe have increased space allocation for food titles to accommodate a broader range which we have sourced through Gordon & Gotch.  We are working closely on the food section as this is the section of most significant year on year growth – more than 20%.  The latest expansion, the second this year, gave us room for an additional seven facings in the regular food department and greater space in our impulse purchase display units.

As the photo shows, we are using key popular titles to act as a beacon to the food section: Master Chef, Donna Hay, Gourmet Traveller, Good Food, Better Homes and Gardens, Family Circle, BETTER basics … all can be easily seen from shoppers in this aisle.

The actual placement of the category is in the middle of the aisle.  It is never easy to know whether the start, the middle or the end of an aisle is best.  I have heard retail experts argue, especially about placement at the start versus the middle.   My feeling is that the middle is where you want to be, and at eye level – hence our considered placement of two pockets of popular titles in the top section of our magazine fixtures.

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magazines

Australian Traveller magazine travels far

austrav-abu.JPGTransiting through Abu Dhabi airport on Tuesday I noticed Australian Traveller magazine at the front of the travel section in the magazine rack at the only news outlet in the airport.  The magazine shelves were packed with titles, few were given full face treatment of this title – that’s why it stood out.

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magazines

Left field impulse product Berocca a hit

berocca.JPGNewsagents would not consider offering Berocca Twist ‘N’ Go at the counter a good fit impulse purchase product.  Newsagents who got in early, before the current national TV campaign, are having success.  It sells well to early morning customers who may have over refreshed themselves the night before.

Promoting this product shows a shift from the usual gum and other impulse products which tend to clutter newsagency counters.

As reported in the latest Convenience World magazine, Berocca Twist ‘N’ Go was voted Product of the Year in a Consumer Survey for Product Innovation.

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Newsagency opportunities

Newsagents need to shake off the shackles of regulation

Embedded in the DNA of many newsagents and the newsagency channel more widely is a belief in and reliance on regulation.  Our channel was founded in regulation, it was there in the beginning and exists today in various forms.

Given this history, it is natural for newsagents to cling to regulation with comfort and resist moves of genuine open competition.

Plenty of products we sell today are sold with regulation or at least some aspects of regulation: lottery products, postage products, newspapers, magazines, some gift lines.

Some newsagent suppliers do not help.  They want deregulation when it suits them to go into other outlets but then impose regulation over parts of their operation with newsagents which can make the newsagent offer less competitive than the offer of a competitor.  A good example is in magazine distribution.  While it has been deregulated, newsagents are not afforded the same controls and business building levers of their competitors.  It is like being half pregnant.

For our channel to have a bright future we need to completely shake off the shackles of regulation.  We need the freedom of a genuinely open market. We need this from suppliers and from ourselves.  However, it is not something which some can act on while others in the channel do not.  No, this is a move which needs to be carefully negotiated and navigated for and by all.

Newsagents need the freedom to operate all the commercial levers available to any business.  This will help smart newsagents grow.  It will increase competition within the channel and this is vital as we navigate through this period of considerable disruption.

One of the reasons we are seeing more newsagencies close than ever before is that we have allowed the channel to be protected at its weakest points for too long.

Some will say that removing regulation will devalue our businesses.  This could happen if valuations are not based on the real profits generated by a business.

If we don’t remove the shackles of regulation, around magazine and newspaper supply, the sale of lottery tickets and some gift lines, we will see sub standard operators protected and the channel held back as a result.  I would much prefer to see a smaller stronger channel than the alternative.

Let the debate begin.

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Newsagency challenges

UK high street retail mix changing

The Guardian newspaper published an interesting report yesterday on the changing nature of the retail mix to be found on the UK high street.

A stroll down the high street used to be about buying pork chops at the butcher and a bunch of carnations from the florist, but a new study suggests a haircut and a nail buff now top our shopping lists.

The rapidly changing face of Britain’s high streets shows an army of hairdressers and beauticians on the march but the number of newsagents, butchers and independent fashion stores in marked decline as they struggle to compete with the onslaught from supermarkets and larger chains.

A third of independent high street stores are now cafes, pubs, restaurants and takeaways rather than traditional retailers, according to a study of 75,000 retailers by an insurance company.

Notice the role attributed to supermarkets in these changes?  Have you seen the newsagency store within a store concept developed by Coles and which is evolving to a new level here?

Australian newsagents thinking about the future are sure to find the report interesting.

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Newsagency challenges

Promoting The Outdoor Room

magoutdoor0611.JPGWe are promoting the latest issue of The Outdoor Room at the front corner of our sales counter with this simple impulse purchase display.  We are also supporting the magazine in a half waterfall with garden and outdoor titles.  It’s a title people will buy on impulse when they see a new issue out.

We cycle through these counter promotions quickly, giving each title a few days to show that it warrants the prime counter position for a week.

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magazines

Promoting AWW Health

mag-awwhealth0611.JPGWe have been promoting the latest issue of The Australian Women’s Weekly Health with this aisle end display capping the entrance to our busiest magazine aisle. The week long display gave the title good support in our newsagency.  At the same time we maintained an excellent display for the title in with our health titles.

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magazines