As more newsagency suppliers run promotions for different groupings of newsagents, the channel will see the focus on brand-based groupings increase.
While this will frustrate some newsagents who do not trade under a national banner, it will work for the participating newsagents and the supporting suppliers.
We need to find more commercial ways to separate core offers in our businesses. Yes, including separating newsagency from newsagency. This is what a competitive marketplace is about.
I have been doing this over the last three weeks in my newsagencies with the ACP Magazines / newsXpress exclusive promotion. On offer has been four home entertainment systems. The total prize pool is worth in excess of $17,000. Being able to promote this in a centre where I compete with two supermarkets, another newsagency and two other major magazine outlets is important. It’s why I have promoted the exclusive competition at the front of the store facing into the mall.
Suppliers like these promotions as it gives their products more attention … with the goal of driving sales.
With magazine available in so many outlets. Promotions like these with strong discipline are important for publishers and each participating group.