Why newsagents should not resist providing News Corp. sales data through XchangeIT

I am aware of some newsagents refusing to provide News Corp. with sales data through XchangeIT. The provision of this data is one reason for News now using XchangeIT to send supply files to newsagents.

Unlike some magazine publishers, News wants to reduce the paper wastage of returns – saving them money as well as newsagents money. The best shot they have to make more accurate allocations is through timely access to accurate data. Hence the move recently to partner with XchangeIT.

I have met with senior people from News in Sydney on this and related topics several times and am certain there is no sinister plan afoot here. No, there is no conspiracy.

The data being provided is for the stated intended use only. Indeed, the data being provided would to help the company move against newsagents as it is narrow in its scope.

Even a fractional decline in newspaper returns can be valuable for News and valuable for newsagents.

I encourage all newsagents to get on board with this project and to ensure that accurate sales data flows back to News through XchangeIT.

Now before anyone comments – the folks at News and XchangeIT are not aware I am writing this nor have they asked me to write this. I have written this because I think this project is good for our channel. The more we and our suppliers use timely accurate data the better (are you reading this magazine distributors and publishers?)

There are other factors that will reduce newspaper sales in and through newsagencies that newsagents need to be aware of. Worrying about the supply of this data to News is a waste of time in my view.

Yes, News will put their needs ahead of newsagents, as they should. We, too, should put our needs ahead of News – such as where we place newspapers, how we market the product and the time we invest in managing the category. All our efforts should be focused on our profits from the category as it is with News.