In The West Australian earlier this week I saw this advertisement offering a free copy of the newspaper with a coffee from Muzz Buzz outlets. While this is not the first time I have seen a newspaper offered with coffee or a meal, the ad is reminder of the place of newspapers in the value chain. In this case the coffee is the thing and the paper is the bonus.
I wonder when we will see this in newsagencies? I’d consider it if I could get a deal on newspapers. For example, if I could get the Saturday papers for 25 cents, I’d give one to each customer spending $10 or more on Mother’s Day items. I’d use it as an irregular promotion – maybe four times a year.
It is amazing Mark, that the only retailers who are not offered deals on giving away newspapers are newsagents.
* Teachers can get it home delivered for next to nothing.
* Mc Donalds get 50% off the RRP.
* it is a regular occurrence to see newspapers given away in their thousands at sporting events and entertainment events.
* cafe’s and restaurants receive massive discounts
* hotels receive massive discounts
* I have seen them handed out bundle after bundle at the opening of retail outlets such as Rebel Sports, Bunnings,stores nearby.
Yet the ANF/NANA consider it is fair that newsagents get as low as 12.5% commission!
Newscorp has had a stand in our shopping centre for abut 2 weeks offering deals on subscriptions and tablets.
This is also an uncompetitive section of our industry.
One of the biggest hurdles we have to climb over is the very thing that defines us, that is the newsagency brand. The expectations of the public to deliver service at any cost because we are an newsagent, combined with our own hang up on newspapers and magazines, produces a psychological barrier that many of us can’t seem to get past.
There are many great retail opportunities out there if only we can shake the hobbles of the past.
Amanda you are right – it is amazing. While some publishers are experimenting with subscriptions, they are yet to offer us a product we can sell to our regulars – to help them remain regulars with us.