Express Publications, the masters of the bagged magazine, appear to have made a change to their approach to bagged magazines. I heard from a newsagent yesterday who received Modern Living (#1) which contained Renovating and Decorating Ideas (#2) and Country Decorating Ideas (#3). These are all current issues.
This issue of Modern Living is included in last Friday’s delivery of Modern Home which also includes the current issue of Home Ideas (V6 #3). The current issue of Renovating and Decorating Ideas includes Country Decorating Ideas and Renovating Style.
The current Country Decorating Ideas includes Renovating and Decorating Ideas and Inspirational Living Rooms.
Seriously.
As the newsagent who contacted me about this said: In other words the same CURRENT magazine is in at least two other packs so they are printing at least three times the number of copies required for sale of the title itself (plus the returns which will then be further recycled).
How much is this approach costing newsagents? Is this part of the Express Publications business plan?
Express Publications and their distributor need to come clean with newsagents on this as a matter of urgency.
This sounds like the weekly ACP bundle approach. It certainly makes more sense than one or more older issues bundled together. I understand the frustration of having new issues on the shelf beside bundled new issues, but isn’t this better than bundling old issues? And how is it different than the ACP bundles?
Is this Express’ way of trying to change the way they are viewed in this industry and particularly on this site?
Wendy, it doesn’t make any sense at all, because shoppers do not know what is in the bags. How much badwill is generated if someone buys two magazine packs and finds they unnecessarily bought one of them because the cover magazine in that pack was included in the other? Also, many of the duplicated magazines are essentially one-offs so where do they get any rub-off for people to buy the next issue? I have neither the space nor the money to finance this and have reached the stage where I now unwrap one of all Express packs so people can browse the contents and see what other magazines are included.
There is a question as to whether we are contractually obligated to full copy return. That could be one way to get the attention of Express. However, the contractual side should be investigated by individual newsagents first. Star by asking Network for a copy of any agreement between your business and theirs regarding full copy returns.
We all have to unite on this issue.We all have to stand up against Faifax as one and not deliver their new TV Guide.If thay are to produce a newspaper with a TV Guide is up to them to have it as part of the Paper or be inserted along with all the other Crap that they put into their paper.
We all need to boycott delivery of their paper until tey come to their senses BUT THIS WILL NEVER HAPPEN as too many Newsagents are not prepared to stand up to them.