A blog on issues affecting Australia's newsagents, media and small business generally. More ...

Author: Mark Fletcher

Our photcopying price list

copying.JPGClick on the image to see our pricelist for copying and related services at newsXpress Forest Hill.  I am publishing this here because of questions from other newsagents about what to charge for these services.  We review our prices every year.  Last year, we found we were too low in some areas and too high in others.  Copying is a good margin service offered by newsagents.  It is also a good traffic generator.  Getting the pricing balance right will determine the longer term viability of the business.

With copying the most common sold-alone service in newsagencies – based on recent shopping basket analysis – we need to ensure that we have offers around the copier which speak to those who use the service.

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Newsagency opportunities

Extra space for Famous magazine

fhn_famous_aug24.JPGGiven the impressive sales growth achieved by Famous magazine in the latest audit results we have increased the retail space allocation in our newsagencies.  The circulation results are useful tool for newsagents when assessing the performance in their store compared to the rest of the country.  Titles with break-out growth present us with an opportunity to change our approach and leverage growth for ourselves – if we are not supporting the growing titles already.

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magazines

Little House on the Prairie partwork out now

little_house.JPGWe are excited by the launch of  the Little House on the Prairie partwork series which launched yesterday in newsagencies.  This is a perfect fit for the traditional newsagency customer.  The TV series will be remembered by many.  We will promote Little House with a strong display in a good location, to leverage the TV campaign.

The only challenge was confusion over pricing – the product was priced at $4.95 while the distributor (Gotch) website told us the price was $7.95.

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partworks

Apple playing in the e-reader space

There are rumours flying around that Apple is working on reading devices which could be useful for reading digital books, magazines and newspapers.

The race is certainly on to release the device for print to match the iPod impact on music distribution.

Newsagents need to think twice before agreeing to a shop fit which includes inflexible newspaper and magazine displays.  We make our own luck in shopfit decisions.  Now if the time for the most flexible shopfits you can imagine.

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Media disruption

When the association does not answer the call

I have received calls from three newsagents over the last few days about different issues but with a common factor.  In each case, they contacted their newsagent association and sought guidance on dealing with the serious business issue they faced. In each case, the newsagent association had not got back to them.

These are lost opportunities for the associations involved.  The newsagents have another reason, from the lack of response, to think twice about remaining a member of an association.

Newsagents call associations every day for all sorts of matters.  The challenge is to prioritise each call and ensure that each is responded to in a timely and professional manner.  Had this happened in each of the instances I mention above I would not have received the call.

The associations involved understand the challenges yet prefer to focus their attention on other matters than the core of their operation – customer (member) service.

While I am happy to help any newsagent in need, I would prefer to see associations focused on serving their members on association matters.  The newsagency channel would be healthier for their attention.

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Newsagent representation

Free donuts and coffee with New Idea

fhn_new_idea_aug24.JPGWe are promoting New Idea and the offer of free coffee and cinnamon donuts at Donut King at the counter of each of our newsagencies this week.  With Donut Kings in our centres it makes sense to promote this bonus offer at the counter.

This offer is an excellent opportunity for us to contact the Donut King operator and see what newsagency offer they could promote at their business – since we are promoting their business.

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magazines

Moving Better Homes and Gardens

fhn_bhg_aug24.JPGFollowing a good weekend of sales, we moved Better Homes and Gardens to the front of our newspaper stand as we needed the counter space.  We will leave it here for the week and create another display for the weekend.  While this seems like a bit of work moving stock around, it delivers what we want in terms of sales.

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magazines

When do you reorder cards?

Card company representatives usually reorder cards for newsagents. Unless told otherwise by the newsagent, they set the criteria. Some reorder when a pocket has three cards left, others two and few on one. The best way to see if this works for you is to look at your card pockets and count how many have more than six cards.

If you have many card pockets with more than six cards, record the details: the number of pockets with seven, the number of pockets with eight and so on.
Next, check your card storage area – the back room, drawers and elsewhere. How much stock do you have which is not on display?  How long has it not been on display?

Some newsagents doing this will find oversupply others will find a card supply model working for them. A better approach is to treat this as a business challenge – meet with your card suppliers, agree on ground rules and become engaged in the card department.

While the card department is one of the best margin departments in a newsagency, it is often the one receiving the least attention from the newsagent.  This needs to change.  The more we engage with our greeting card suppliers, usually the better the performance off the department. This is a great turnaround opportunity.

To answer the question at the top of the post, look at your card sales. Most newsagencies I see could cope with ordering when down to one card in a pocket. Just this move alone will improve cash flow.

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Greeting Cards

Father’s Day window

fathers_day_window.JPGGlobes are the feature of our Father’s Day window display. We bought these for an excellent price and have them on offer as our hero Father’s Day gift in all of our stores. We have globes available pre-wrapped as a bonus service to make selecting them as a gift even easier. The window display fronts our Father’s Day gift table, cards and Dad’s Bags – it faces Dick Smith.

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visual merchandising

Newspaper home delivery trials

I understand that there are at least two new newspaper home delivery trials underway (or about to get underway) in Australia where flat pack delivery is being (or to be) trialled. Outside of the physical challenges of delivering newspapers flat is the challenge about who owns the bag.  The bag in which the paper is delivered is valuable in the hands of a smart business person.

Five years ago, the ownership of the bag, regardless of who paid for it, was non negotiable.  The newspaper publishers made it clear that they controlled the bag, what was printed on it and what was delivered inside the bag with the newspaper.

For entrepreneurial newsagents to make the most of the home delivery opportunity, they need to have mechanisms through which they can add value.  A flat pack bag is one such mechanism – the OH&S and time challenges of flat delivery notwithstanding.

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Newsagency challenges

Loving Freddo

fhn_freddo.JPGFor years our only confectionery offer has been Darrell Lea because we felt it offered a crucial point of difference.  Also, we had outlets nearby which offered the traditional impulse confectionery and gum products.

Several months ago we extended into gum and products from the Natural Confectionery Company.  While they have done well, the introduction of Cadbury impulse lines – Freddo and Caramello Koala – has been considerably more successful.  We currently have these located on the corner of our counter, near our busiest lottery terminal.  We know we will need to move these around so that our customers notice them.

Experts in the confectionery area tell me that the market for these bite-sized items is strong in businesses like newsagencies where the shop is located near a car park (as we are). Shoppers are more likely to buy something to snack on as they walk to their car when leaving a centre than when walking into a centre.

We still promote Darrell Lea on the stands and at our counters.  The range continues to drive destination business as well as impulse business.

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confectionary

Playstation World closes in the UK

Future Publishing just closed Playstation World magazine in the UK due to falling sales according to Magazine Death Pool.

There is no doubt that some magazine segments are challenged and that others are buoyant.  This is why we need to continuously reallocate space and focus in our newsagencies, in response to sales.   We see trends ahead of publishers if we take careful interest in our own sales data.

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magazines

Embedding video in a magazine

An upcoming issue of Entertainment Weekly in the US is to include a video advertisement in the magazine.  While an move bound to bring a lot of attention to the title and the print medium, it is not game changing.  Game changing will come in the form of a device for print which consumers embrace like they did the iPhone for music and audio content.

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Media disruption

Supermarket promotion of US magazines

Magazine Publishers of America and supermarket groups Weis, Wegmans, Darrenkamps and Mattsons will participate in a magazine promotion that will give customers a $2 store discount on their next purchase when they buy 2 or more magazines in a single trip.  Read details of this promotion here.

This is an interesting move but maybe not as relevant here given the strength of the newsagency channel – magazine publishers have nothing like us in the US.

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magazines

Promoting Diabetic Living

fhn_diabetic_sep09.JPGWe are promoting the latest issue of Diabetic Living magazine as the anchor product to a display at the front of our newsagency for this and other health related titles. Diabetic Living performs well for us – hence the use of the title out the front of the newsagency to draw in shoppers in the mall. We will leave this display up until at least Monday -longer is the sales warrant.

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magazines

Darrell Lea Dad’s Bags herald Father’s Day

fhn_dadsbags.JPGFather’s Day preparations kicked up a notch for us at newsXpress Forest Hill this week with the arrival of our supply of Dad’s Bags from Darrell Lea. Even though the majority of Dad’s Bags are sold in the last week of the Father’s Day season, we like to get them out as early as possible to signpost the Father’s Day gift area. The bags are featuring in plenty of media outlets – making them well known. See the Austereo website fand the Baby News website for two examples of this.

For those who have not seen the Dad’s Bags, they have a selection popular Darrell Lea items. In our store we have two price points – $20 and $30. They are a very easy gift.

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confectionary

Magazine management training popular

The magazine management online training workshop offered by my software company, Tower Systems, continues to be the most popular training we offer.  Run every two weeks, these free sessions continue to be booked out well in advance.  The next session, Tuesday August 25 at 2pm filled up today.  Another session is scheduled for September 1 at 11am.

The magazine management training session covers not only the latest XchangeIT related training but also magazine distributor specific training on electronic returns as well as operational improvement opportunities for the back office processes around magazines.  The session is run by a former newsagent with excellent IT skills.

We newsagents complain a lot about amgazines.  The latest IT changes give is more opportunities to drive change than ever before.  This training aims to help newsagents make good progress on this.

Any newsagent, regardless of the software they use, is welcome to participate in the magazine management workshop.

It is great to see newsagents embracing magazine management training and even better to see them embrace online learning.  We will run over 300 free online workshops this year – that is a tremendous amount of free education.

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magazines

Promoting Better Homes and Gardens

fhn_bhg_sep09.JPGWe are pitching Better Homes and Gardens at the counter over the weekend with the display we put up this morning.  BHG always works well for us on weekends in this location as an impulse purchase.

It’s an easy display to do – we used a poster, four sheets of black card for backing and six colour copies of the cover.  The display was completed in less than five minutes.

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magazines

Chasing the Twilight consumer

fhn_sfx_vampires.JPGWe have opportunistically placed the SFX special edition on vampires next to this week’s OK magazine this morning.  The covers of both appeal to the same customer.  Hopefully we can move some copies of the SFX title given the high cover price.

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magazines

The plight of UK newsagents

birmingham.jpgClick here to listen to the edition of You and Yours, a program on BBC Radio 4, which covered the challenges facing newsagents in the UK – where ten stores reportedly close each week.

While the plight of UK newsagents makes for sobering listening, it left me wondering how much you can blame external factors on your current situation.  If we look at some of the external issues raised: new tobacco sales laws will not go away – all retailers are affected, supermarkets and other retailers will continue to change shopper habits and lure people from local shops and print media competition will reduce rather than increase – this helps competitors of newsagents.

The National Federation of Retail Newsagents covers their perspective of the program on their website.

We will not find a strong future through regulatory changes.  Governments do not have the appetite for this, despite their professed support for small businesses.

No amount of local connection will not save many small CTNs, as they call them in the UK.  Shoppers have shown that they want a more compelling reason to visit a small local shop other than that it is local.  This is the world in which we exist.

UK newsagents which survive and grow will do so because of the what they do inside their businesses and not because of a right.  What they do in the form of diversification, customer service and marketing is what will draw customers to their business.  To try and save the channel by reversing regulatory changes  will not work.  Newsagents need to fix themselves first.

And before anyone questions what I have written here compared to my views on Australia Post …  My issue with Australia Post is with the 865 government owned Post Shops which have diversified away from being post offices and converted into quasi-newsagencies over the last ten years.  The government has no business taking card, book, stationery and other sales from independent newsagents.

ABOUT THE PHOTO: I took this in Birmingham a in 2006.  Sandhu News is what we would call here in Australia a convenience store.  Magazines, newspapers, food and cheap greeting cards.  It is not what we would call a newsagency.  However, my understanding is that this type of business accounts are the bulk of UK newsagencies.  It was a good business, clean.  It had, to my eye, mixed messages for the consumer and the feeling of cheap product.

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Newsagency challenges

Moving the newspaper display stand

newspaper_stand.JPGEven though the old newspaper stand at our Forest Hill store is on castors, it has been in the same location for more than a year.  The team moved it earlier this week, just a few degrees.  The visual difference is considerable as papers more or less face customers as they enter the shop.  The move also opens up space behind the stand and strengthens our pitch in a couple of product categories.

This is not rocket science.  It is retail 101, ensuring that that our offer is fresh and pursues outcomes from customers.

The value of the move shows the importance of newspaper stands which can be moved easily – the old boat-anchor type stands don’t have a place in newsagencies any more.

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Newspapers

Stunning Better Homes display

picture-080.jpgWarrick Hosking from newsXpress Gympie sent through this photo of a very simple yet stunning display for Better Homes and Gardens.  I like it because of the visual impact. It looks like a flower.  It reminded be that sometimes the best, mose valuable, displays are the simplest.  I’m certain this display will drive sales and that is what matters most.

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magazines

Making the imposing column work

mag_column.JPGColumns are a challenge in shopping centre newsagencies. For a while at our Frankston newsagency we embraced the column at the front of the shop with magazine displays.  We changed this last week to the column in the middle of the store.  We moved gift bags to the front column.

These moves put the magazine displays in the magazine department and bags close to the counter where people can purchase them on impulse with a card and or a gift.  None of the changes are permanent.

It will be interesting to see the impact of the move on magazines.  Each side of the column features a different title and include a display unit from which the magazine can be purchased.  These are not billboard displays, we want an outcome.

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retail

When you sell your newsagency: the handover checklist

I have been working with several new newsagents in recent weeks to help resolve issues arising from poor handover from previous owners. In each case, the main issues could have been resolved with the outgoing newsagent providing a document at settlement which details information crucial to the running of the business.

Instead of a gracious and open hand over, I have seen situations recently where the outgoing newsagent actively sought to make life difficult to the incoming newsagent. People who have never owned or operated a newsagency before are particularly challenged in this situation.

One handover document I saw last week was appalling – from someone who ought to have known better.

A poor handover damages the reputation of the outgoing newsagent and the newsagency channel overall. It is in our interests to structure this process. I’d like to see a common handover document adopted. This could cover:

  • Suppliers. A list including for each supplier: business name, products purchased from them, contact name, contact number, contact email address, website address, current account number, website login details including password and new account application form.
  • Email. A list of each email address used by the business and associated passwords.
  • Merchandisers. The names of merchandisers who visit the store and their contact details.
  • Processes. Details of all daily, weekly and monthly processes including details of website logins and passwords necessary for this work plus copies of blank forms necessary for completing this work.
  • Staff. Details for all staff members: Name, contact phone number, contact email address, superannuation details and details of current responsibilities in the business.
  • Customers. A list of all current customers for the business including customer name, address, phone number and email address. (I was in a business recently where the outgoing newsagent did not provide anything more than a given name and address for a customer – no proper account details.)
  • Computer details. Details of the location of original CDs containing software sold with the business. Passwords for all computers. Passwords used for any software on the computers. Passwords used for the in-house network.
  • Operational details. This general list should include the combination to all safes in the business, the security code for any alarm system, the security code for any external monitoring service.

I am sure there is more which could be added to this list. This is something I would like to see Associations work on. It would be a valuable resource they provide to incoming newsagents and practically demonstrate the value of association membership.

If the new newsagents I have been working with recently were provided the information I have listed, their past few weeks would have been a more enjoyable introduction to the newsagency channel.

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buying a newsagency