Australia Today is a new magazine being launched by Australia Post on June 29. Priced at $3.50 per issue, the first issue will be free from Australia Post outlets. Judging by the cover, Australia Today will have broad appeal: entertainment, food, lifestyle and travel.
This is an interesting move on a range of fronts including: magazines getting into Australia Post and the Government owned business pulling advertiser dollars from current magazines.
No matter how you view the launch, it is a disruptive move by this government owned operation. It is another example of Australia Post using the protection of their monopoly to take revenue from other businesses.
Newsagents wanting to read advertising for Australia Today should turn to the back page of TV Week.
Mark a ap mag called the post is inserted in todays daily telegraph
Andy, this is to commemorate AP’s 200th anniversary. It is purely a lift-out, not a regular supplement.
I have sent the following note to several oppostion members that I know personally. Maybe we should all be making a huge noise on this issue!
“Can I draw your attention to this blog advising of new competition for Newsagents as from tomorrow.
What we are seeing is the continuing creeping of Post Offices into private enterprise. Post Offices now compete with us in retailling cards, stationery, souvenirs, books – all our most profitable lines – and here they are now releasing magazines as the thin edge of the wedge. You can bet they are also probably looking ar Newspapers and soft gambling.
When I tried to get a Post Point agency at one of my shops, I was immediately refused as it would compete with a Post Office 2Km away, which had just changed hands, and they had to give the new owner a chance to get his money back.
The first thing the new owner did was to remove their huge range of soft toys and install cheap Australia Post stationery. Because all their customers are forced to line up amongst all their stationery waiting for service they immediately had a major impact on our sales. Customers don’t like waiting for service in a privately owned business, but actually expect to have to wait at a Government owned business.
Australia Post is continually cutting into our market and using Government regulations to prevent competition.
Could you please give some thought as to how the problem may be attacked”.
Don’t worry too much about the magazine. These in-house titles only work if there is a clear focus on the core business and obvious benefits for readers. People can get interested in a handyman magazine from Mitre 10 or Bunnings, but the Post Office? C’mon how many feature articles can you have about licking stamps and wrapping parcels.
Readers aren’t stupid – we saw a similar title come and go 2 years ago here in New Zealand. It was published by The Warehouse (similar to Australia’s Big W) and lasted only 2 issues. There’s also a Yellow Pages magazine which no-one in their right mind would ever purchase.
So agents if they can not sell it and then they give us a try you know what to do
They’re already getting newsagents to promote it by placing ads in weekly mags.
Found one in this week’s Woman’s Day.