Following a discussion here about marketing collateral provided by publishers, Quentin Long, Managing Director of Australian Traveller has written to newsagents with news of a change which came out of comments published here.
Dear Newsagent Partner,
At Australian Traveller magazine we recognise that our newsagents are our most important business partners – the more you succeed, the more we can succeed. Therefore we are keen to support you in any way possible.
After much discussion with some of your colleagues in the industry and our distributor NDD, we have concluded that one way to assist you is to launch an Opt In Program of Merchandising.
You have been selected as an appropriate agent for this program based on the sales history of our magazine in your store.
This opt in merchandising simply means we will endeavour to supply you with posters and cover run ons as part of your magazine deliveries absolutely FREE.
here are no allocation implications whatsoever and you can opt out at any time.
You can then use these materials to create displays to appeal to your customers with a product they may have never considered.
We believe you are in the best position to determine whether this program would work for your store.
It is easy to opt in to this program. Simply reply to this email with “YES” in the text and I will add you to the list.We will follow up in three issues time to see if the program has been helpful to you and if you would like to continue to be part of the service.
Thank you in advance.
Cheers
Quentin Long
Managing Director
Australian Traveller magazine
I hope newsagents take up this offer and opt in to receive the collateral and that, better still, they use this collateral to promote Australian Traveller. A publisher directly engaging with us and responding to newsagent requests is something to cherish.
Well done Quentin.
Engaging with Newsagents is the way to go. Since I read your pro active comments I’ve put you magazines in a prime position and consequently sold out.
If you scratch my back, I’ll scratch yours.
Well done again.
Thanks Michael appreciate it, if I can help in any other way, let me know.
Cheers
Q
And if any agent didn’t receive the email mark posted and would like to participate, you can email me qlong@australiantraveller.com
Thanks for posting this Mark – and correcting the one typo.
Thankyou Quentin.
I was going to email you privately however it must be said and I do not want to spoil this great innitiative.
NDD got the better of me, what is your thoughts on Newsagents who have not been able to carry the load that NDD distributes, people like me who would like to keep magazines like you however cannot. I closed my NND account. Is this a concern to you that you do not have that reach? as their is a number of us out their.
Thankyou Derek
Hey Derek,
Yes it is a massive concern. It is very difficult to keep abreast of all the developments and NDD do not communicate the latest news that effects my business well at all – I have said this to them so I do not mind sharing with you.
It is probably an impossible task however I will chase this specific example up and get back to you – knowing NDD they will read this as I email my acount manager:).
To give you an insight, here is the worst example I can share with you. The cessation of distribution to a number of agents at NDDs discretion – deemed to be not viable, was not communicated to me – I think I found out via this blog. Once I raised it I did get a report of how it would affect my sales. Again I lose revenue and I am not compensated – sounds familiar I am sure.
The real issue is I had to raise it.
On the flip side, it can be a challenge with what is relevant and what is over communicating. On this example it was very poor.
NDD do their best for me and I have to say, they are much much better to work with for me than the alternatives.
It’s a lot like democracy, not perfect but the best we have.
Cheers
Q
Hi Quentin
An open & honest answer. I do appreciate the your time and detail of your response. It may help other also.
Thankyou Derek
Quentin, thank you for your understanding of our “partnership”. What a pity
we don’t have other publishers
willing to come straight to us.
It is very refreshing. Hopefully, we will both have a win/win relationship.
Whilst i appreciate the communication direct from a publisher, i cannot understand why newsagents are getting so excited about posters and cover run ons??
This should be part of the supply matrix for any major title distributed to us anyway.
My suggestion would be if niche publishers are serious about supporting newsagents then increase the commission or bypass the distributor.