This ad appears on page three of the Melbourne Observer newspaper. It encourages readers to fill in a form and hand it to the newsagent requesting that the paper be put away for them each week. It is terrific that the publisher of the Melbourne Observer support newsagents in this way. Kudos to them.
Educating customers about putaways has the potential to increase putaways for other titles. I wish other publishers would follow this example.
Imagine the business we would achieve if magazines actively promoted putaways in this way. Putaways promote regularity to our customers and this is a cornerstone of the newsagency model. I am certain that newsagents would more actively support titles promoting our putaway service.
From a technolopgy perspective, pre-sales are already advised through XChangeIT so tracking for publishers of these pre-sales would be straightforward.
The Melbourne Observer sells well in our newsagency. It appeals mainly to women 50 and older. Customers are very loyal. We place next to our newspaper stand each week.
“put aways” are a good idea – we use to call them standing orders (in a non returns market). Do newsagents aften advertise this service?
Interestingly, the last issue of Girlfriend magazine had a little tear-out putaway form for newsagents. Not sure about the current issue.