While I am thrilled to see Something Sweet Collection advertised on TV, I don’t understand their use of the N logo. They use one of at least three quite different N logos in use. I’d guess than less than a third of all newsagents use an N logo and that less than 10% of retail newsagents use the N logo in the DeAgostini ad – making its use redundant.
The N is not representative of this channel. It stands for nothing and is backed by no discipline. It’s value is represented by poor and undisciplined uptake by the channel.
I’d like to know who advised DeAgostini to use the N logo – whoever it is got it wrong.
My other frustration is that the N logo is placed to be recognised but the word newsagents is on a pale background and lost.
Mark, The ANF have recently been, actively seeking publisher support of its use. Rightly or wrongly, that’s why.
Joe
Joe I can’t understand why the ANF wants publisher support for a logo used by a minority of newsagents and a logo which represents nothing. Publishers should not use it in my view.
Fair enough but many big publishers are onboard and doing it now IE pacific universal etc Was a campaign the ANF pushed late last year
It’s a pity they did not check to see how many use it. No point promoting a worthless logo that stands for nothing.
They must see something you are not . how do you know its less than 10% used .
Shaun I don’t have hard evidence – just a feeling from the newsagencies I visit. I suspect they have asked for support as a lever to get newsagents to use the N.
I have no problem with the N it is a hell of a lot better than seeing a W there .then we would have something to really complain about
Guys,
This is about common signage – I don’t mind whether you are newsXpress, Newspower etc, we need as an industry to be similar to Officeworks and every other franchise system out there – one common theme out the front and your marketing group inside- if that’s the “N” outside – well and good.
We send to many mixed messages to the buying public and that is due to the marketing groups – they need to place self interest behind them – all of the industry needs to agree on a single external shop theme.
John
I have the original n logo and will keep it until someone pays to change it.
John, what the publisher should do is include the retail brands supporting the promotion on the ad. It is what many other commercially savvy suppliers do today as well as charities. They use brands consumers recognise. Brand holders like newsXpress do not charge to do this. We are in a time of separation in the channel and the N cannot change that.
Is this about the N or about newsxpress or newspower etc not being included in the add
Purely about the N Shaun – as I wrote in the post. There are multiple N logos out there, no discipline behind the logo and the majority of newsagents do not use it. It is redundant.