Are Media has launched a campaign that preferences Woolworths over newsagents. What is utterly stupid about this is that newsagents have access to a broad range of Australian geographic products that they could promote with this campaign to make it more successful and valuable than Woolworths is doing. B&T has an image of the in-store execution.
Yes, it’s a floor display unit setup by a visual merchandiser with little or no QWWoolworths engagement.
Had Are Media and National geographic done their research and partnered with newsagents, the display would have been better integrated with the business, better connected with those working in the business.
Yes, this is a stupid decision and those responsible should have been able to make a better decision, for all stakeholders involved. This quote from sally Eagle is particularly galling:
Sally Eagle, customer director at Are Media said: “As category leader, it is incumbent on us to support other magazine publishers and the entire magazine category, particularly Australian made magazines and of course the retailers which are so vital to our collective success in connecting our brands with audiences across the country. We’re delighted to be working with Australian Geographic and Woolworths on the first of planned partnerships with other publishers and retailers.”
Sally – you are not supporting the entire magazine category with this single retailer focussed promotion. No, you are seeking to attract magazine shoppers from newsagencies, the retailers with the best magazine range in the country, and land them in Woolworths, a retailer that cares little for the medium and probably only engages when you pay them in one way or another extra to do so.
With the awesome Australian Geographic products that we already stock and our deeper engagement with that brand, we are a natural fit for this promotion.
I’d love to know how the dollars flowed to make this a Woolworths promotion. Which businesses paid for what. For example, is Woolworths paid for the floorspace? Newsagents place displays like this for free? Are Woolworths staff trained? In my experience, not beyond the very basics? Does the campaign help grow the Australian geographic brand engagement? Unlikely with no branded allied product available in Woolworths – or if it is, it is not located with this floor unit.
Underlying this Woolworths, Are Media and Australian Geographic is a desire to attract magazine shoppers to Woolworths. Thanks for that to all involved.
Yes, this is frustrating. In real terms, newsagents make less out of magazines today than a few years ago. That a key supplier ignores them for good promotions, like this one, challenges one’s support for the category.
To the ex newsagents preparing to comment that nothing has changed: Yes, you are right, good for you. Some newsagents have responded by quitting the category. For others, the foot traffic and GP$ are too much to ignore.
To anyone at Are Media preparing to say newsagents are important, we respect the channel: Words are meaningless when not backed by action.