The folks at the Adelaide Advertiser decided to use BP outlets to sell their green wrist bands instead of newsagents. Data I have seen suggests that this was a mistake. I know that newsagents in Victoria and New South Wales actively promoted the fund raising – many sold out of the bands and raised good amounts for Wildlife Warriors. From South Australia I have heard of between 35% and 70% of the bands being returned. Whoever decided to use BP for this fundraiser obviously was not focused on raising the maximum amount possible.
Publishers have a perfect channel in newsagents for all masthead related promotions. The more the use the likes of BP the less interest newsagents will have in publisher needs and the less successful their masthead related will enjoy. The SA Steve Irwin green bands are a perfect example.