When I published the latest newsagency sales benchmark study results last month several people contacted me questioning the results, especially for magazines. They said the benchmark numbers for magazines seemed on the high side. The details of the latest circulation audit numbers bear out the benchmark study results.
My interest in the newsagency sales benchmark is to provide newsagents with current trend data so that shop fit and other business decisions can be made with a more informed view of business in the channel.
The next phase of the study will look at basket data and compare the contents of newsagency shopping baskets in 2009 with what we saw in 2005. Such analysis provides tremendous opportunities.
I think it’s very good that you’ve asked Newsagents for figures and been given accurate results before a “real” study has been done.
Our end of the industry might lack proper representation and may be looked at as a little unorganised, but accuracy like that from so many Newsagents trumps detractors.