While the giveaways and competitions continue more frequently than ever (or so it seems) with capital city newspapers from all publishers, rural newspapers go about the business of relying on content to win sales.
An unscientific survey of 15 rural newsagents this week has revealed that not one of the rural newspapers they sell has used a special giveaway or any similar one off device as a retail or home delivery sales promotion in the last two months. These rural newspapers relied on content and the track record established by the masthead.
The sales data I have seen for many rural newspapers shows strong year on year sales growth. Maybe that can be attributed to their focus on being newspapers and not competition delivery platforms.
Rather than spend money on DVDs, CDs, posters, stickers and the other come-ons used by city newspapers to boost sales, publishers would do well to run focus groups with newsagents. Customers talk with newsagents. This over the counter feedback coupled with newsagent feedback will provide some valuable guidance which would satisfy customers, publishers and newsagents.