#1 of five provocative suggestions to challenge how you view and manage your retail newsagency

This week I will publish five deliberately provocative suggestions on aspects of retail newsagency management and operation. My goal is to challenge newsagents and their suppliers to break free from the past and engage in more present day retail

Suggestion #1: remove all magazine posters.

Magazine sales have been declining between 5% and 9% year on year for at least the last five years. You cannot deny the data. The trend is down and unless publishers start publishing content to drive sustained increased interest, the trend will continue. My view is that the key reason for decline is content and not the medium itself.

Why put up posters for a declining category? Why spend the time and give over your front window and other locations promoting products which are suffering from declining interest.

I think if all newsagents did not put up any magazine posters for three months sales in your newsagency would not fall. I say this based on my own experience.

I suspect one reason we are encouraged, bribed and pushed to put up magazine posters is drive awareness of the mastheads and not necessarily to drive purchases in our businesses. None of our competitors give away promotional space and staff labour time like we do to promote magazines.

Imagine the new uses you could make of the open windows, aisle ends, columns and other places you fill with magazine posters.

I don’t use magazine posters and have not for five years. My magazine sales are growing. I think other newsagents could have a similar experience.

So, my provocative suggestion today is to not put up magazine posters. Instead, use that space for something more useful to your business. Use the space to differentiate your business, to promote products and services which are unique for you in your area. Use the space to attract shoppers who may not usually walk through your front door.

Sure, it’s tough to have to work out what to put in a window or what to promote on an aisle end but since you pay for this space surely you want to get maximum value from it?! Magazine posters for a slowing category are not good use of the space, especially since the display is not promoting something even remotely unique to your business.

This action of not putting up posters could be the beginning of a revolution in your newsagency, the start of you looking at your business differently.

My own experience is that the posters are not necessary. If we all found this publishers save money on printing and on merchandisers (for the newsagencies that are visited by merchandisers).

Are you up for this revolutionary suggestion?

While I am publishing the suggestions I am not necessarily advocating them for all newsagents. I see this blog as playing a role in challenging how we look and manage our businesses and from that encourage newsagents to think carefully about decisions they make.