A colleague sent me this photo from a Woolworths store of an exclusive AWW cookbook offer. The pitch of a $25 discount for the AWW cookbooks gives Woolworths an opportunity to pitch its value proposition ahead of other retailers selling AWW cookbooks at full price.
While I understand publishers need to run different promotions in different channels, it feels sometimes like newsagents, who sell around 50% of all magazines in Australia, don’t get 50% worth of the deals.
At some point, promoting more value propositions in the two major supermarket chains will play out by making the participating publishers more reliant on these supermarkets just when they flex their muscles seeking better deals from the publishers. That won’t go well.