Further to the discussion here recently about Speedway Racing News, the Melbourne Observer shows how a publication can support newsagents. Every week they run this ad on page 3 or page 5. It encourages customers to use the newsagent putaway service and even includes a coupon for making the putaway request. The newspaper also lists newsagencies which stock the Melbourne Observer from time to time. This support is excellent, most welcome.
There are plenty of ways publishers can (and some, like the Observer, do) support newsagents. In their publications and on their websites it is easy to promote the channel which is key to their success.
While publishers have multiple revenue streams from their magazines – advertising, retail sales, subscriptions – newsagents only have retail sales. Naturally, we push back when we see our channel being used to promote other channels, especially in such a negative way as they did with Speedway Racing News. The Melbourne Observer offers a good model, promoting newsagencies prominently while still offering a direct subscription.
Pardon being a bit off-topic..
Over the weekend, a regular Rugby League Week customer told us of a friend whose partner bought him a subscription to RLW. Unfortunately she ended up demanding her money back, because her partner would receive the previous week’s edition, rather than the current. She was told by the publisher that that was how it was done via subscription, and no attempts were made to remedy the situation.
A great case for newsagency put-asides.
there is a great coupon for uk title steam world which is on sale today.
it is on the outside of a strap that binds the mag and an extra mag?.
should be more of it.
what details do you like on the put-away request coupon? we’ll do it on our new mag if it works.