Check out the range of bagged poolside titles from Universal Magazines on the shelves of one newsagency in Melbourne at the moment.
Is this oversupply? I think so. Especially given that there are other pool titles out with fresh and more easily browsed (i.e. not bagged) content – who needs this recycled product which can only be re-sent because it did not sell the first time around..
Is this fair supply? No, not having what looks like three different packs on the shelf on the sale time. Not given that space is in high demand in newsagencies. Not given the terms under which newsagents are supplied with magazines.
What would Universal say? They would say that I am unfairly targeting them, that they supply titles which sell and that shoppers like the value offered in bagged titles. They would also say that newsagents should look at other publishers who send out bagged titles to take up newsagent space.
I encourage newsagents to check their shelves to see if they have these titles and consider whether the titles justify their space. If I was this newsagent and sales were not justifying the space I’d be early returning covers.
Universal Magazines and other publishers need to know that they are judged by newsagents on their actions and not how they compare to others. In this instance, the Universal Magazines supply model which they talk up appears to have not worked.
Representatives from Universal and newsagents are welcome, as always here, to comment.
Hello everyone its Mark Darton here I have recently joined Universal Magazines in the position of Circulation Director, working with Denis and Janice and the team here. Many of you will know me from my time managing NDD Distribution.
I would like to clarify the facts of this post regarding the distribution of Poolside Magazine.
The issues in the picture are from left to right…
Left: Poolside and Outdoor Pack now recalled due off sale Monday this week 11/4/2011
Middle: The current issue 37 a bagged 241 offer went March 23rd Delayed billed for 3 months.
Right: Poolside and Outdoor Pack now recalled due off sale Monday this week 11/4/2011
I can understand some newsagents may perceive an over supply situation seeing the 3 bagged publications pictured in a row however only the middle pictured current issue no. 37 should be on display.
At times Universal Magazines promote an issue by bagging a related publication with a mint issue. We choose to do this because the added value issue sells more copies for you and us than a non bagged edition.
Poolside no. 37 is a bi annual publication we offer delayed billing of 3 months on this issue.
Should any newsagent wish to suggest how we can improve this offer or have any concerns regarding our portfolio of publications please feel free to contact me direct mdarton@universalmagazines.com.au or 02 98870361.
Thanks
Mark Darton
Mark, there was an overlap. Also, you say that the titles on the left and right are the same. They may have the same product code but to the consumer and to the junior arranging the shelves they do not look the same.
Let newsagents know the sell through the first time these titles came out.
Stop requiring full copy returns – which newsagents have to pay for.
Let newsagents say they do not want bagged recycled titles.
my customers prefer to browse a mag like this, if it has something in it they like then they will buy it.
“Dear Retailer,
Please see the attached flyer highlighting the recall of ‘Poolside’ & ‘Outdoor Packs’
Regards
Distribution Contact Centre
Network Services (a division of ACP Magazines)
Level 21 Civic Tower | 66-68 Goulburn Street | SYDNEY NSW 2000”
Received this email from Network today along with attached recall flyer. Would this have anything to do with this blogg.
Peter
Mark,
Just use the Tower software to produce a report for actual copies distributed across the stores with the system.
Publishers currently rely on EDI data from (I think) about 200 newsagencies. If you can get 200 Tower customers to participate you have a very interesting dataset.
I would love to know how many copies my competitors are putting out there in elation to their claims.
It’s data that would have value, as well as you not having to deal with ambiguity from people like universal.
Just an idea…..
Carrob, harder to get than you may think.
ok here’s just an update.
as promised i am reporting back about the call i made to universal about stopping packs. While it might be a bit early to be 100% certain, so far i have not gotten any packs from universal.
we’ll see how long this goes and i will report back if i start getting packs again.
Now if only Express would do the same for newsagents. Their titles don’t sell and they almost always wnt full recycl……i mean returns.
Mark, anyway you can get express to participate? or they just don’t give damn?