In the Newsagency Sales benchmark Report which was published last week I listed some ideas for promoting newspapers in newsagencies. I re-publish them here for interest. Consider these ideas a start. A big risk to newspaper sales in newsagencies is lack of action by newsagents.
- Co-locate your top selling newspaper. In addition to the main newspaper display, consider a stand next to your busiest counter. Be sure to move this stand around – regular customers become store blind. Some publishers will supply you the stand for this.
- Find a way to display a feature magazine above each of your major daily newspapers.
- Find a way to display a magazine category feature next to your newspaper display – change this at least every two weeks. The display should feature a category which speaks to the typical newspaper customer. Categories which work well are crosswords, cooking, cars and weeklies. This approach helps you get more value from newspaper traffic.
- Move your newspaper display. Consider using a unit on castors so moving can be easily achieved.
- Once three months create a major display around a newspaper. Choose a time when there is appropriate coverage such as: the Olympics, football finals, school holidays. Find a reason to embrace, promote and feature newspapers rather than treating them as a chore to the business.
- Talk to your newspaper representative about a giveaway promotion. They usually have showbags and other marketing tools available to help you drive better sales.