I was in a newsagency the other day and noticed a discount box near the entrance. In the box was a mixture of items – all priced at $2.00. What surprised me was that the items were the freebies provided with magazines, taken off copies prior to return.
Newsagents doing this need to consider how this looks to customers and employees. My view is that it is something a cheapskate would do. I think this is how employees would see the activity. From a customer perspective, you have to wonder what they see as the connection between the discount box and the main-game products in the newsagency.
I respect that newsagents have the right to run their businesses how they see fit. However, we all need to understand that we do under our newsagency shingle reflects on our colleagues.
I have noticed this type of behaviour in a number of newsagencies, most of which are known to me, and quite frankly, these guys would generally have trouble selling hot water bottles to eskimos or weapons of mass destruction conspiracy theory to the US government.
They are a minority but unfortunately send a bad message that lowers the whole tone of the industry.
I have often wondered what the reaction would be if a Gotch or Network person wandered past and saw this happening but then perhaps it might have the positive effect of them realising the folly of 241’s and 341’s!
We always break down 2-for-1 and 3-for-1 packs (when only the master copy is to be returned) and sell the “freebie” in a tastefully merchandised basket at the fornt of our store for $2.00 a unit. We have also used this basket to sell old partworks and other stock when we have clearly missed the return cut-off. We are only a small/medium sized agency and I reckon we have made well over $500 from this activity this year already. Not one customer has said that it’s tacky. It doesn’t detract from the look and feel of our business and I don’t think it has resulted in anyone not buying a full-priced magazine in leui of a $2.00 one. Why wouldn’t you sell them!!!
I feel the issue at hand has more to do with the fact that 2-4-1 & 3-4-1 offers still have to returned FULL. Why? The copies are out of date, they look and feel old. I have customers complain because they already have the freebie which is attached to the current copy. They also feel they are paying for both copies, not just the new one!
I don’t see any problem with having a basket set up at the front of the store to clear some of the crap that is sent to us. I certainly don’t think it dtracts from the overall look of a business, unless your business is marketed to the $2.00 shop mentality.
Vaughan
Vaughan my comment relates to the other freebies – sunglasses, thongs, cosmetics etc. Personally, I reckon it looks cheap.
Im with Mark on this. I too think it looks cheap (and thats putting it nicely).
I will admit that at the moment we have a lot of stationary stock we are trying to get rid of before our refurb. Although it is not freebies it still looks tacky.
We have been keeping some freebies from different magazines. We plan to use then sparingly in our free promotional bags for our grand opening. We are only using freebies that flaunt the brand name of a magazine. That way it appears more like a marketing exercise rather that just a cheap and stingy gift. Were using them to extend the brand of each magazine rather than make a quick buck.
i work at a supermarket and we givsw these items and sample bags that often appear on magazines free to the staff and customers
Considering current packaging practices, I am a little surprised that much of the included tip-on product actually makes it into stores at all.
You’re spot on Mark, individual newsagents have the right to run their business the way they see fit. Enough said.