Copies of a new free monthly, Melbourne Mothers Matter, were left at the front of our newsasgency overnight. No advance advice, no cover note, just the product.
While Melbourne Mothers Matter looks good, we don’t have space for the freebie – twice the size of a magazine and does not fit the fixturing.
Also, why display a free title next to paid-for magazines carrying the same or similar advertisers?
I know I could argue that I should have the free title but financially it does not work for me. What I have on the shelves today is working. This is a business after all.
To their credit the publisher agreed to take us off the distribution list when I called them.
We pondered the same question about free local newspapers. No direct or immediate financial gain to us. We decided to stock the freebies at a dead spot near the back of the store. It generated traffic in the store, and about one-third of the customers felt guilty enough to legitimise their store visit by buying something. Much better economics than a loss leader or some pointless advertising