The Herald Sun is running a Monopoly competition at present. It’s designed to drive sales with the offer of plenty of prizes.
I heard some anecdotal evidence from people in my retail newsagency that since the Herald Sun Monopoly competition started some customers were purchasing two or more copies of the paper. In one instance, a regular customer (who also purchases plenty of lottery tickets) purchased four newspapers, removed the Monopoly coupon and discarded three copies of the paper.
I’ve gone through the sales data and can confirm that the competition has resulted in a change in buying patterns in my retail outlet. We have more sales during the competition involving multiple copies of the Herald Sun than prior to the competition. Not a huge number more but it is certainly noticeable.
While I am happy to get an increase multiple Herald Sun sales, I cannot see the long term benefit for my business nor for the advertisers who would be hoping the newspaper is attracting additional readers. I can understand the reasoning for the campaign and accept that it is traditional in newspaper marketing terms. I wonder, though, if it is time for a change.
I’d like to see a newspaper marketing campaign built around the masthead and the value it stands for. A campaign which supports the habit nature of newspaper purchase beyond winning a new car or a trip – something which values the content and by association the supply chain which helps get that content to the consumer on time and in good condition.