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

Author: Mark Fletcher

Moving Rolling Stone magazine

fhn_rstore_aug092.JPGWith the move of Top Gear to the front of the shop (see earlier post), we have placed Rolling Stone to at the exit of iur main men’s magazine aisle.  This is a quick and dirty display for the weekend.  Rolling Store is untried here so it will be ineterstingg to see how it goes – and whether the Jackson cover story works for us here.

This is another weekend-only display we have invested in.  The display took a minute to setup and who knows, we could find unexpected sales.

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magazines

Moving Top Gear magazine around

fhntopgear_aug092.JPGTop Gear has not performed as well this month as we hoped so we have moved from an in-store display to a display at the front of the shop – leading to our main Tattersalls counter.  This space became available because New Idea has performed well for us in this location this week.  We have seen Top Gear work well over the weekend previously so we are hoping to interest similar weekend shoppers.

It may seem a time consuming to move a display for the weekend.  Our view is that this is what magazine spscialists do to chase business.

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magazines

Promoting newsagency software at GNS Fair

My software company, Tower Systems, tested a promotion for the GNS Market Fair in Melbourne this past weekend. Anyone buying a system from Tower at the fair received a $1,000 credit to their GNS account. We have decided to run this promotion for the Sydney GNS Market Fair this coming weekend.

With so many suppliers investing in electronic business gateways for newsagents, we wanted to offer a cash incentive which compliments the time and money saving incentive for newsagents installing Tower Systems’ software for newsagents.

How software companies are handling the latest XchangeIT and other changes brings the choice of software into focus. We figured this would be a good time to offer an incentive on top of the Tower Advantage TM. It is also designed to help drive traffic to the GNS Market Fair – we promoted the offer this week to newsagents by fax.

Tower Systems currently serves in excess of 600 newsagents in NSW, more than all other software companies combined.  This penetration earns the company the right to call itself the industry standard software solution.

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newsagent software

Vogue magazine sell out

The 50th anniversary isseu of Vogue is a sellout in each my my newsagencies and many others based on the calls and emails I have received.  Indeed, given how soon this special issue sold out in the on-sale, I suspect that News Magazines could have sold at least 20% more copies.

The Vogue anniversary issue is an excellent example where the Sales Based Replenishment program from ACP Magazines would have helped the title achieve its true potential.  With SBR, sales dictate where additional stock is sent based on a clever predictive model.

I am pleased with the success of Vogue but frustrated that extra stock is not readily available to satisfy demand.

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magazines

How to create premium counter space for magazine promotion

frank_mag_display.JPGI am often contacted by newsagents and would-be newsagents through this blog asking how to create the displays I write about. The most common question relates to the counter displays and that newsagencies don’t have this space.

The photo to the left shows the display currently on-show at our Frankston newsagency. This is a space we created. Previously we had a gum display here. Now we have a smaller gum display to the side – without any negative impact on sales.

The backing for the display is a small board of MDF resting in front of the register. This could easily be a small piece of slatwall. The MDF board gives us the backing necessary to create a display our customers will see when approaching the counter.

In terms of collateral for this space, we can use material supplied by publishers – posters and cover run-ons – or create our own by copying covers.

The display materials are not as important as title selection. It is crucial that the title promoted works with your customers as an impulse purchase. It took us several months of trial and error at Forest Hill to get the title selection right. We are still fining our way at Frankston.

While I like most about this premium counter space is that it is mine. No supplier paid for it. No supplier can demand access to the space. I can use this to build the performance of my business.

Any newsagent can create this space in their newsagency. This bit of MDF is more useful, with the right title, than a more professional (and expensive) piece of fixturing.

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retail

Is this what reduced competition means?

Telstra has advised customers that if they wish to pay their bill at Australia Post or at a Telstra shop they will apply a $2.20 “payment administration fee”.  I wonder if they would have done this had the Bill Express bill payment network not collapsed?

I wouldn’t mind $2.20 to process a bill.

Newsagents price their services too cheaply if these rates are anything to go by.   How many days of newspaper delivery services do you get for $2.20?

Maybe Telstra and Australia Post are just too greedy.

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Australia Post

Creating display spaces in newsagencies

fhn_mag_displays.JPGI have been asked by several newsagents to publish a photo showing the situation of displays I have talked about here recently.  Click on the photo for a larger version.  To the right is the back of the ACP Basket Builder stand which we now use regularly to promote feature titles.  Too the left is our fixed aisle end display.  Further up on the left, next to our Darrell Lea stand, is a new feature display we have put in place – we use both sides of this.

These displays all change on at least a weekly cycle.

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retail

Finding space for Home Beautiful

fhn_home_beautiful_aug10.JPGWith promotion and premium display space remaining at a all used up, we have shuffled home and living magazines around to find space to open Home Beautiful out so that customers can see the free gift which comes with the latest issue.  We will leave this for a week or two.  The alternative was to leave the title in single face pockets and thereby hide the premium gift.

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magazines

Topped returns lead to improved magazine supply efficiency

Newsagents in Far North Queensland have had been permitted to return unsold magazines topped for almost a year. Talking to some of the newsagents involved earlier this week it was no surprise to discover that returns have dropped. Returning un-solds in a topped form makes publishers and magazine distributors more accountable since they cannot re-circulate unsold stock. Newsagents benefit through a considerable reduction in freight and labour costs.

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magazine distribution

Chasing the Women’s Health reader

womens_health_mags.JPGIn among the launch information for Prevention magazine (from Pacific Magazines and out next month) I read about the difference between the target reader for this title and their Women’s Health title.  For some time we have been co-locating Women’s Health with our weeklies.  This week, we are trying it in with Cleo and marie claire as they more accurately match the target reader.

We are always on the lookout for opportunities to co-locate titles and get an extra sale or two.  The more information we have about the target reader the smarter, and hopefully the more suvccessful, our efforts are.

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magazines

Who speaks for NSW newsagents?

NANA has made the running on the issue of the proposed privatisation of NSW Lotteries.  Yesterday’s Sydney Morning Herald reported that newsagents support the latest changes by the NSW state government.  The report quotes the ANF CEO.  The ANF CEO has been silent on this matter.  The NANA President has been the public face of representing NSW newsagents.  NANA does not support the latest changes announced on the govrenment.  Click here for a copy of their release on this matter.

The SMH report included this:

Mr Matis said wrangling over the sale had hurt the industry because finance companies were unwilling to fund potential buyers of newsagencies, thus preventing current owners from leaving the industry.

”Finance companies are loath to provide finance to newsagents, putting an unreasonable impost on them.”

I would like to see the evidence the ANF has for making such a claim, evidence of the “hurt” caused by the talk about the proposed sale so far, evidence of finance companies being loath to provide finance to newsagents” due to the lotteries proposal.  Indeed, the SMH journalist should have asked for this rather than accepting the ANF press statement.

I stand to be corrected but I doubt that the ANF has any evidence to back its claim.  I’d gladly publish it here if they do have evidence.

This is a state issue. The NSW state association should have the carriage of this issue, not a national body which the majority of newsagents ignore.

The question about the privatisation of lotteries is one for the politicians.  They have to make a political decision based on the needs of the state.  Unfortunately, the track record of privatisation, at the federal and state levels, is not good on a range of fronts.

What I do know is this, NSW newsagents receive more promotional support and in-store marketing assistance from NSW Lotteries than retailers of lottery products elsewhere.  From a retailer perspective, the current situation is good for business.  The government needs to understand the potential impact of its changes.

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Lotteries

Notebook magazine looks damaged

noteboog_magazine_trash.JPGThe revamped Notebook magazine which went on sale today is overshadowed by the damage to the promotional card instered in the magazine to pitch the free beauty hints book with the magazine. Most of the copies we received have cards which are ripped or bent.  They make an otherwise good looking (but thinner) magazine look secondhand.

If a publisher wants send magazines to retailers with something sticking out, they ought to ensure that their valuable stock is appropriately packaged.  They suffer and we suffer.  This is an easy issue to resolve in the logistics operation.

On the revamped Notebook, while it looks good, it is not as good as the original product.

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magazines

Ben Cousins on the cover of GQ magazine

cousins_gq.JPGWe are promoting GQ magazine above the Herald Sun at our main newspapers stand from today thanks to the Ben Cousins cover story.  Ben is big news in Melbourne.  Hopefully, our opportunistic placement drives good sales of this title.  We will leave GQ in this location for the next week and see how it goes.

UPDATE (13/8): This issue has sold well in the first day including from this newspaper display.  We have ordered extra stock.

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magazines

Promoting That’s Life and cash prizes

fhn_thats_life_aug08.JPGWe are pitching That’s Life at the counter from today, bumping the Open Gardens magazine which has not performed as expected.

The Deal or No Deal scratch card giveaway on That’s Life and regular strong sales for us made the decision to feature the title in this prime location easy for us.

That’s Life and Take 5 and great titles for delivering a good mid-week boost.

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magazines

A newsagent thief?

A colleague sent me an email about a thief who stole crossword magazines from his newsagency but left the tops. Is this the work of a compassionate former newsagent or newsagent employee?

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magazines

The challenge for newsagents in publishers charging for news websites

The announcements last week by News Ltd and Fairfax that they will introduce a paid model for their news websites needs to be carefully considered by newsagents.

Despite what publishers and some analysts say, it is a step in migration. Eyeballs have migrated online as have many advertisers. Introducing an access charge is the last step in replicating the print model online. As much as they can at least – classifieds are free online so it will be hard for publishers to bring that revenue stream across.

Charging for access is a challenge for newsagents because it may work. Publishers may find that they have a model which generated better than expected revenue. If this happens they will look to cut more loss making areas from the print model. It makes sense. This is where there will be a challenge for newsagents. Our relevance will diminish.

If the move to charge for content is not successful then both publishers and newsagents will have challenges. Publishers will need other ways of covering the costs of journalism. Newsagents will need traffic generators to replace newspaper customers who will migrate to other online news sources.

For too long, we have sat idle and watched sales move online. Most of our time has been invested in complaining. Sure some have created websites but these tend to be copies of a traditional newsagency. That won’t work.

The move by the publishers should be a call to action to us to be bold in pursuing our future.

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Media disruption

Cairns newsagents positive on the future

I was fortunate to spend some time with newsagents in Cairns yesterday morning at the QNF regional conference. They are a cheerful and positive bunch, focused on building their businesses. It says something about their commitment to the industry, the QNF and their businesses that so many come out for the day of business presentations and networking.  It may also relate to the beautiful part of the worl in which they are located.

Talking to some of the newsagents there reminded me of the tremendous diversity across our channel. Magazines I struggle to sell in suburban Melbourne sell out for them whereas magazines they struggle I sell out of. There was a good conversation of how we are not a one size fits all channel.

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Newsagency opportunities

iPhone focus for magazines

Seventeen magazine in the US yesterday launched an iPhone app.  Launched in association with an online shopping service, the app is interesting because it apparently delivers the publisher a clip of shopping purchases by Seventeen readers using the shopping service.  This is another way publishers will monetise online traffic.

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magazines

Is the Trading Post close to closing print edition

Sally Jackson writing in The Australian yesterday reported rumblings that the Trading Post may close its print editions.  Most newsagents looking at sales data this year compared to 2008 and 2007 would see this as a natural step.  No matter what promotions are tried, the Trading Post has been unable, based on the data I have seen, to deliver a sustained sales increase.

In our own case, we have significant prime real-estate allocated to the Trading Post.  Based on our rent, we need a net return of at least $2,000 a year to break even on rent.

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Media disruption

Newsagents cheaper than Coles

check_tickets.JPGCheck tickets cost 66 cents at my local Coles supermarket.  This makes them considerably more expensive than many newsagencies.  While Coles, and I am sure Woolworths, promotes great deals on brand name high volume items, there are other items which are expensive, like check tickets.

We could probably put together a shopping basket of ten common stationery items and compare our every day prices to the Coles everyday prices for the same items.  I expect we would be cheaper.

While such  price comparison may open a Pandora’s box, it could be key to showing your customers the value of shopping in your newsagency versus the supermarket.  Take a wander around your local national brand supermarket and see if you have this opportunity to promote your low price credentials against them.

However, before you promote a price comparison, ensure that you are permitted to do this under the terms of your lease.  I have seen a situation where tenants are not allowed to price compare against another tenant.

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Newsagency opportunities

Free in Dick Smith, not free at the newsagent

Tech living is a new magazine being published by Derwent Howard for Dick Smith where it will be available free.  The Australian yesterday reported that Tech living will also be distributed to newsagents for sale.  This is frustrating and will lead some shoppers to question why we charge for a free magazine.  This is an example of where we need to be able to say no to a title.

UPDATE: (12/8) I note the comments that the magazine is to be sold in Dick Smith stores.  I have sought claririfcation on this.

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magazines

The Saint Clint display

fhn_saint_clink.JPGWith display space at a premium this week we are launching the new partwork series The Saint, the vintage TV series, alongside the Clint Eastwood movie partwork.  We have both partworks co-located at our counter and in a display near our Father’s Day gifts.

I wish there was more thought put into the partwork launch calendar.  The rush of releases over recent weeks makes it challenging for newsagents who want to embrace the opportunity.  Partwork sales would be stronger if pre release consultation was better.

Partwork sales would  also be stronger if supply was more consistent and based on presale commitments from customers.  Some things never change in this model.

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partworks

Free coffee with Woman’s Day

womans_day_coffee.jpgWith space limited for magazine displays this week, we placed Woman’s Day next to the Herald Sun at our main newspaper stand.  This location is our highest traffic spot in the newsagency next to the sales counter.  It works for the coffee giveaway with Woman’s Day as we have been able to use the portrait poster quite effectively (we think at least).

There is only so much promotional space in a newsagency and on a day like today we have to be creative with placement..

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magazines

Promoting New Idea and the cookbook

fhn_ni_aug10.JPGWe have more magazines with promotional opportunities than we have space for.  This week’s issue of New Idea would usually get a counter position – thanks to the free cookbook.  Since that space is unavailable, we created this display in front of our newsagency.  We will leave this in place until at least Wednesday.  The same space was used successfully last week for That’s Life – with a similar type display.

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magazines

Promoting Shop Til You Drop

fhn_shoptil_aug10.JPGWe are promoting Shop Til You Drop to our customers as they leave our women’s magazine aisle.  This is on the back of an ACP magazine stand.  We have been using this space for several months now with good success – most recently for Dolly.    Even though gardening magazines are on the fixture to the left of the display, we are able to promote other titles on the display and drive sales.

This is a new premium promotion space for us.  We had to find new space when we reduced our traditional power end displays.  We reduced traditional promotional locations in pursuit of change and because we needed that space for higher margin product.  The change has resulted in uncovering new and valuable display opportunities – especially this space on show as people leave the aisle.

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magazines