To newspaper publishers who ask how can we help retail newsagents sell more newspapers I say stop using us to switch our customers away from our businesses. The deal stuck on the front page of The Age today is a good and frustrating example.
While I understand the role of discount home deliveries in the mix, stop using my shop to attract these customers. Instead, work with me on driving over the counter sales.
I agree 110% with you Mark on this one. The same applies to the magazine suppliers…technically they should pay us for advertising their products for subscription thru our businesses…
David I see it differently with magazines as subscriptions are a much smaller part of their mix, have been there from the outset and they are not blatant, taking browsing eyeballs in our shop.
If Newspaper publishers were serious about Newsagents selling more papers they would have the promotions outside of our seasons when it is quieter to bring people into our stores.
The pre Christmas promo and now the one while we have Valentines to promote are just a grab to get minimal extra sales for Newscorp, while we ALREADY have the customers instore. We only gain the traffic of home deliveries who walk in and out with no intention to purchase anything else.
They would also not be increasing the involvements of the supermarkets in promos.
It all adds up to publishers trying to maximise their profits at all cost, with no regard for Newsagents at all.
I know I’ve become blog cynic, but I’ve thought for some time that Fairfax isn’t actually interested in selling more papers, at least of the hard copy print variety.
And is just me or is the News Corp Disney Promo timing and the new cover price increase just coincidental, or a meatly timed distraction.
*neatly
James, I’d not label you a cynic. You are realistic. News Corp. traditionally runs major promotions at the time of price rises. They do this because they find it works in mitigating the impact of the price rise. The theory is that shoppers will want to collect and this maintains their purchase habit through the price increase settling in.
Is it ethically incorrect to go to every paper and remove the sticker before you put them out for sale?
The quality of The Age has breathlessly fallen in the last 5-10 years. It’s hard for you to sell crap – if they want to sell more copies, they need to hire good journalists who write good, well researched stories.
I’d love it if they just put it out of its misery. It used to be a great brand, like the SMH. Now although I glance at their online site for the weather and sport, there’s no way I’d touch it.
one day SMH / the age will also make up the weather forecast to cut cost