I’ve been looking further at sales data for the Trading Post from several newsagencies and each is showing a 16% to 29% fall in sales in September-October 2005 compared to 2004. What is interesting is that most of the sales hit has been taken on the first day of the seven day on sale period for the title. Every lost sale represents, potentially, a customer lost to newsagencies.
If I were Trading Post I would be working hard to reposition the title in newsagencies. I’d do it by focusing on content rather than a consumer competition of gimmick. Off the top of my head I’d suggest:
Provide newsagents with a slim floor space friendly display stand into which we can put the Trading Post. Let’s get the product away from the traditional newspaper stand and back in front of more eyeballs. Make sure the unit is bold and allows easy display of the front of the product. Provide newsagents with promotional posters showing what’s in the publication. Promote the Trading Post on TV as being available at newsagencies and promote content. Reward newsagents who achieve sales growth.
I’d bet that after four weeks of a campaign along these lines sales of the Trading Post would be stronger.