Tyler Brule, publisher of Monocle magazine is quoted by B&T in an article titled: Print’s Biggest Problem Is Aussie Newsagents Are Crap: Tyler Brule
“You go into lots of news agencies in Australia,” Brule told B&T, “and it’s not a very nice experience. They haven’t changed for decades and that’s not in a good way. I’m not saying everything needs to evolve, but they’re just run-down, they’re tired looking.”
B&T has used a photo with the article that shows a crap representation of magazines – one of the old wave cure magazine fixtures that was out of date ten years ago.
Brule is promoting his new retail concept for magazines: Kioskafé so it stands to reason he criticises newsagencies.
If he thinks newsagencies are crap he’d have to think supermarkets, convenience and petrol outlets selling ,magazines are crap too as they are all similar in terms of fixtures and titles at the top selling end at least.
Shame on B&T for not taking Brule to task and asking:
- How many Australian newsagencies have you visited?
- When?
- Specifically what don’t you like?
- Do you have time to visit those who are innovating and growing magazine sales?
I suspect he shouldn’t like the questions as they do not suit his commercial narrative.
Bruce ought to look at the commercial terms newsagents are on through publisher relationships. 25% of flat cover prices is not enough to invest as Brule would have us.
I have responded to B&T today. Hopefully they run this.
When did up yourself elitism and out of control conspicuous consumption become “Achingly Hip”?
I agree with Brule to an extent. However, let’s put things into perspective – newsagents, regardless of anything else, serve a purpose. We could criticise a small, regional supermarket that hasn’t been renovated in many years too. But if all you need is sugar and cheese and go in and effectively buy sugar and cheese, why knock it?
I am a marketing professional with a client in the publishing industry. They sell through newsagents and other retailers. Conversion is much higher through other retailers, purely because that’s where the target readership hands out. However, that distribution network is limited in terms of geographical reach. This is where the vast newsagent network shines – they have that reach and it’s an effective channel through which to get product to market. Without newsagents, growth wouldn’t be what it is today for that brand.
What a tosser….hahahahaha!
People expect to read things for free in Cafe’s…..good luck champion…pretty ordinary business model. It will simply be a cafe with a greater range of print titles for people to browse….
Just found a free magazine pocket, sorry Monocle you are no longer welcome in my newsagency.
There are many newsagencies that are stunning, exciting, vibrant and relevant to their communities. Unfortunately these successes are not lauded. Instead Brule and some like him talk about the worst of the worst and able us all as being at that level.
This is another case for dropping the term newsagent and the shingle newsagency.
Amanda – I think your’s is a bit of a knee-jerk reaction and I don’t think a criticism of his business model (he is a savvy entrepreneur with a nice concept) is required to challenge his opinion. He teaches business owners an important lesson here, as Mark has explored at length elsewhere: don’t be complacent, and be prepared to change.
Further, if I may, I received a comment on a blog post I wrote about this yesterday. It was from a friend who is an eager reader of Monocle. He writes:
“I [was forced to buy Monocle at the newsagent] with the closure of Magazine Gallery, and Larry and Ladd stopping selling magazines [both cafe cum stores in Adelaide]. I would much rather Imprints [an independent bookshop] stocked it, as I would be happier shopping there.
I would subscribe to the magazine, however I don’t trust the postal service to not ruin the magazine and thus its appeal.
I completely agree with his view point, he’s all about reviving and injecting life into retail. Magazines are full of intrigue, knowledge and inspiration, yet we’re forced to buy them from [newsagents].”
I tend to agree with him on the last point in particular. Newsagents tend to lack that which is embodied in the magazine, that the person buying it is obviously interested in. The newsagent in the exchange is merely a conduit – a service provider. Brands are increasingly looking for ways to differentiate themselves, with many exploring their distribution channels as a source of difference. You don’t receive your Platinum AMEX card in a white paper envelope…
This is more relevant for some publications than others. Magazines like Monocle target a niche that has enclaves suited to some form of creative distribution. A magazine I work with too – their readership hangs out at organic and wholefood stores, independent bookshops, and the like. This distribution network, too, is important to us indeed to deliver that full experience. We use newsagents to fill the gaps and as a matter of necessity when geographical limitations are presented to us. And, on a positive, we pick up additional readers due to their inherent nature – a place that some people like to go and browse, to discover new things.
Paul, I am a newsagent and do my very best to provide not only an experience in our shop, but knowledge towards magazines. One thing i would say to you is that as you have said you use newsagents to “fill the gaps”. This is also part of the problem and why a lot of newsagents have become disillusioned with magazines as we are treated differently to other channels. Newsagents are used as a supply dump with no control over what we stock. If for example i know that my demographic would love a certain magazine why would i not try and engage and push it as much as possible. Our ideal aim is to sell as many magazines as we can. Sort of a bit of a ramble. I think what everyone’s main objection is that it is wrong to lump all newsagents together.
You’re right Dean. Bunching everyone together as Brule and Paul’s friend have is unreasonable. There are plenty of good newsagents out there providing enjoyable and pleasurable experiences.
With all due respect Paul, I have sat for an hour in what was hyped as the “next frontier” for magazines – Magnation…only to watch consumers take advantage of the seats and sit and read, with only a small percentage of the people visiting the store actually buying a magazine.
I have done a similar thing in the now defunct Borders.
What ALL people associated with print media fail to see is that 25% commission to the newsagent does not cut it.
If the commission was 45% or higher like it is with books, (or magazine subscriptions) the newsagent would be able to upgrade fixtures and the rest of the store to make it a more appealing atmosphere for the consumer with ease.
Unfortunatley, print media is a loss driven category for most newsagency retailers and it is because of this that there are limited newsagency or other retailer sites actually investing money in the display of magazines. Many newsagents subsidise the print media side of their business with profit from other categories. As it appears Tyler Brule is going to do by selling coffee in has Kiosks.
By the way…we sell tens of thousands of copies of magazines through our store every year. But not a single Monacle! Go figure!
The majority of my customers wouldn’t know what a platinum amex card was but i’m sure a good MONOCLE would come in handy so mr brule could see what to do whilst having one removed from his pompous upmarket butt in his kioskafe.
I did a quick google search on Monocle and there was more than one bad review this was part of one .
Why I don’t like Monocle
Everyone seems to like Monocle, and that’s fine. But I don’t.
Monocle_masthead
I haven’t been so excited about the launch of a magazine for sometime. I was a big fan of the original Wallpaper and Tyler Brulé was due another hit. I rushed out to buy it when it launched and brought into the office under a big fanfare.
And there it sat. Unloved and apart from the obligatory ‘new magazine in the office flick through’ unopened.
I’ve tried to think a bit harder than normal about why I don’t like Monocle and I reckon I’ve found 3 reasons.
THIS WAS JUST PART OF IT
So does this mean this magazine is a CRAP magazine no it does not ,it just means one person didnt like it
I agree with Paul and his mate. As Paul says “Newsagents do tend to lack that which is embodied in the magazine, that the person buying it is obviously interested in.”
As stated this type of person will never stoop so low as to shop a newsagency unless forced to(as the mate was) and fancies the café style, waving that platinum amex card around making sure it is noticed by mates and all around.
That is why we do not stock Monocle and if it ever arrives here it will not see the shelf.
Since newsagents are only filling the gaps Paul can you tell us your other magazines so we can de clutter our fixtures, so you don’t have to put yourself out.
“This is also part of the problem and why a lot of newsagents have become disillusioned with magazines as we are treated differently to other channels. Newsagents are used as a supply dump with no control over what we stock.”
On the (niche) publishing side, we feel much the same Dean. I have spoken to dozens of newsagents on the phone and in person and feel that we have ‘little say’ in that distribution channel. I definitely don’t want to bundle everybody together, as based on sales data, some are absolutely gunning it. In fact, as a channel, we do very well out of newsagents.
Do we treat each of our channels differently? Of course we do, due to the very nature of each channel. Some channels we have full control over (e.g. online subscriptions), others we strong influence over (e.g. other retailers), and then at the other end of the spectrum we have newsagents – hey, it would be great if you guys could enjoy better margins but sorry, we have no say over that.
“With all due respect Paul, I have sat for an hour in what was hyped as the “next frontier” for magazines – Magnation…only to watch consumers take advantage of the seats and sit and read, with only a small percentage of the people visiting the store actually buying a magazine.”
Amanda, I don’t think Brule is trying to create a Magnation. Magnation doesn’t bring much new to the table. Magazine Gallery in Adelaide was a good example of what he is getting at I think, and some of the indie bookshops cum cafes you see around the trendy inner suburbs of Sydney and Melbourne.
“What ALL people associated with print media fail to see is that 25% commission to the newsagent does not cut it.”
I can understand that. Unfortunately we publishers don’t set the margins for you guys. Our other stockists, indeed, enjoy a much healthier margin because both us and them have been able to negotiate that. With regards to Dean’s comment above – because newsagents receive X% margin is that what we should insist on other channels?
“By the way…we sell tens of thousands of copies of magazines through our store every year. But not a single Monacle! Go figure!”
I get that. We have plenty of newsagents that return all copies. Some are simply not where our readers are at and my position on this is we ought to try twice and then pull out unless the newsagent wishes to keep our publication.
“Since newsagents are only filling the gaps Paul can you tell us your other magazines so we can de clutter our fixtures, so you don’t have to put yourself out.”
Ease up. 🙂 We sell plenty of magazines though newsagents, don’t get me wrong. As a channel, it’s an important part of the mix. However, yes we treat them differently. We are forced to by distributors and the characteristics of the situation. We have little to no say over where you display our magazine, what profit margins you enjoy, when you put it on the shelf and take it down, and so on. Both you and us put a lot of faith into the distributor to do the right thing.
Also, I don’t think it’s productive to make disparaging comments about your customer. Why would someone buy Monocle at your store if that’s how you feel about them?
Thanks Paul, at least you are engaging. Our ultimate goal is to sell more magazines always. This seems to be the problem with having only two distribution companies.
We try to engage with all stockists as much as possible. In fact, when the first issue of our publication came out early last year we managed to line up a couple of radio interviews in Geelong. We promptly got on the phone to all newsagents in Geelong that stocked us to check stock levels so we could refer readers there should they want to buy a copy, having heard the interview.
And it all comes back, yet again, to the lowest common denominator – the distributors. Single handedly they are destroying an industry.
If publishers and newsagents could jointly find a way to breach or bypass the seemingly impenetrable barriers put up by distributors one could only imagine how much better off we could all be.
Please see this response: http://www.newsagencyblog.com.au/2015/07/15/monocle-editor-responds-to-reporting-on-his-comments-about-newsagents/
Paul, your comments are interesting from the point of view of any newsagent.
Newsagents want to sell magazines, in the past they have invested heavily in magazines, and if they received better commission they would continue to invest time and space in magazines.
But the reality of the situation and your comments have highlighted this is that we are a retail category who is dictated to by the MPA, and for too long have shown no ability to achieve better outcomes for its members.
If anybody at the ANF, or GNS had any foresight, then GNS as a distributor should be a real option.
I understand this blog is for newsagents, but I thought it may be interesting to give a consumer point of view.
As a magazine lover and consumer (I spend hundreds of dollars per month on magazines), I have to say, the majority of newsagents I go into here in Australia (and I go into a lot) couldn’t care less about either their magazines or my business.
I understand the pressures newsagents are under (I looked at getting into the business, but with no control over stock and such a low profit margin on magazines, I realised it wasn’t a great business model if you wanted to concentrate on magazines), but like any product, a business works best when the person selling it is passionate about the product they sell and are invested in it (like Mark Fletcher, which is why I read this blog).
I do understand Tyler Brule’s point. And as a Monocle reader, I’m offended by some of the newsagent’s attitudes towards customers who buy the magazine. Most Monocle readers buy a lot of other expensive magazines when they go into to buy their monthly dose of Monocle, so you should be thankful for customers like us, rather than ridiculing us. Aren’t you there to make the most money possible?!?
Tyler is a very smart businessman, and if you go into any of the Monocle stores/cafes overseas, you will see an excellent example of great businesses that consumers love and are loyal to.
Other examples of great businesses here in Australia include Magnation and Magazine Gallery (Adelaide).
These businesses offer a far better experience than walking into a newsagent, handing over $200 for some air-freight magazines with stickers all over the cover that rip the cover when you remove them (what other product do you pay $30 for and trying to get the stickers off wrecks the product!), and get snarled at when you ask a question about when a new magazine is due in, or when you ask for a magazine that is in a pile they have priced but haven’t put out yet.
I have been going to one newsagent (twice weekly) in particular for over 20 years and buy the majority of magazines from them. In all that time, he has never shown any acknowledgement that I am a regular customer, has smiled, or been friendly. If there were other options, I would be spending my money elsewhere, but unfortunately he has the best range.
I have even started subscribing to some magazines just so I don’t have to go in and see his sour face every week.
Anyway, I thought it would be interesting to give a consumer experience of newsagents here in Australia, and obviously this is a generalisation, I’m sure there are some great ones out there (Mark’s seem to be great!).
It may be worthwhile having a think about Tyler’s comments rather than slating him and his magazine and threatening boycotting it so customers can’t buy it.
Adam, welcome and thanks for your contribution. Anyone is welcome to comment on any topic.
Magnation has evolved considerably over the years and is now some distance from the level of magazine focus when it started in Auckland.
I think if newsagents had control over the magazines they offered you would have a very different experience. There would be ownership of the inventory. Today’s master/slave relationship is disrespectful and offers newsagents no control whatsoever.
It frustrates me that the distributors will not trial a model where newsagents have complete control. Such a model would place range control closer to the consumer and I think this has to be the ideal we aspire to.
Its funny isn’t it. Our industry has a real image problem. How many coffee shops/cafes are in Australia and I bet the percentage that are poor is just as high as Newsagents yet no-one would make a generalisation about all cafes based on this (or your own very minute personal experience). People do not classify Cafes as all having to be the same (unless you are a franchise) and the sooner we are able to train the general public into realising that the word Newsagent does not mean 1 thing the better.
My local grocer is rude yet they have the best produce in town. People still shop there and do not post online that all grocers should take a look at ourselves.
Maybe the ANF should do an advertising campaign educating people that newsagents are getting the raw end of the deal concerning magazines. Oh I forgot, the ANF are mates with Bauer and Pacific, not their members.
On Monocle, how did Aust become its 3rd biggest market – through supermarkets and cafes as newsagents are poor retailers??
Chris I think the challenge for us is that the shingle Newsagency means far more than Cafe. The former is often the only shingle whereas the latter usually has a word or two used with it.
Adam, I am a wee bit sceptical of your comments considering the huge distance between Magnation and Magazine Gallery.
Also extremely sceptical considering the close association Magazine Gallery appears to have with Monocle magazine. Furthermore, Magazine Gallery depicts on its Facebook page a picture of a Monocle magazine on the shelf with the sticking you have just whinged about.
Their are hundreds of excellent Restaurants throughout Australia. There are also hundreds of mediocre restaurants and thousands of crap restaurants. Does this mean the restaurant industry in Australia is crap???
Most importantly for Australia to have made it his third biggest market, those crap newsagents must be doing something right.