We have been promoting the latest issue of The Australian Women’s Weekly with this tactical placement at the counter, next to newspapers, in its usual location at the entrance to the women’s magazine aisle as well as on an impulse unit located at the front of the newsagency. We do all this because the title responds to the activity, especially in the first week when we expect to sell between 60% and 75% of what we sell for an issue. We will pull back mid next week from the counter positioning.
AWW continues to be a popular redemption title in our Magazine Club Card promotion. I like this as it gives our magazine shoppers a specific free magazine goal which they clearly like and work at achieving.
Have you considered a cross promotion with the local dentist when selling the footy record?
Half price AFL record with every filling?
Would tap into the Collingwood market…
Nicely done 🙂
HI Mark,
On the topic of AWW i thought I should inform you and all your subscribers and fellow nesagents of a decision made yesterday afternoon by ACP to begin a new “trial”.
The “trial” will take place in the Newcastle region of NSW and Canberra.
The trial involves Sunday deliveries of Network Services stock which were previously delivered on a Monday.
The trial will take place in “newsagencies, supermarkets and convenience outlets”.
This trial is obviously to capatilise on the Sunday Afternoon supermarket shoppers, and is blatantly attempting to further move sales away from the Newsagency chanel.
For further information I can fax through a copy for you to post on your blog (if you wish).
This seems a CRAZY decision by Network Services and ACP, and will raise employment costs significantly in Newsagencies.
Before we stopped direct supply, our mags would regularly arrive around 5pm on Sundays.
Just as well we live on site! Would have been a real worry otherwise.
This “trial” is for an on-shelf date of Sunday, not early delivery for Monday on-shelf date.
POS material is being supplied to tell customer’s that htose titles (Woman’s Day, NW, TV Week etc will now be available on sale Sunday.
Considering many newsagents in these region are closed on Sunday’s or are open very restricted hours, inmy opinion it is a further attempt to take sales from Newsagencies and pick them up in the supermarkets.
Kyle, Through my work with Tower Systems I have been aware of this trial for a week. See here: http://bit.ly/nVUyE8
While it is possible to see this as something which could hurt newsagents, it is equally possible to see it as an opportunity.
The trial will include newsagents, c-stores, petrol outlets and supermarkets. Supermarkets will be a challenge as they are not geared to put our magazine titles on a Sunday. This could raise ACP’s costs but I am not sure.
Newsagents in shopping centres will benefit. Those in high street situations which close for most of Sunday could suffer.
This is a genuine trial which will end prior to Christmas. The results will guide ACP as to what they do next.
While I understand the frustration, we all need to change our businesses otherwise our businesses will die – as some are.
I don’t think that ACP wants to shift sales from newsagents as we are one of the cheapest channels in which to place their products.
Meh.. If they start delivering on Sundays then I probably won’t be putting them out on Sundays as I close by 10:30.
Not too worried as when I spoke to the staff of the major supermarket near me after reading about this in Marks other blog they said they wouldn’t have the ability to get them out until Monday themselves (currently their Monday mags often aren’t out till mid afternoon at best)as they have no one to receive them or the spare staff to process them on a Sunday.
Just another reason for me to think that magazines, while still a good seller currently, will become a more marginal product in my shop as other higher profit and less labour intensive lines grow to replace them.
Oh…and another interesting magazine related thing…
Qld Newspapers is now also giving away magazine subscriptions with their discount newspaper subscriptions to try to lure customers ! I was informed fo this by one of my customers after QNP contacted her and made the offer. Fortunately she declined as she said she wanted to support me but I thought it was another interesting turn in the dicount papers saga !