Author: Mark Fletcher

We have taken a different approach to promote the start of Logies voting in TV Week this week.

Rather than one big display we have gone for two smaller ones. TV Week as an impulse purchase so a counter display makes sense (see photo).

This location has been successful in promoting a range a of product – a different ‘story’ every week from stationery to lotteries to magazines. It works because regulars are not blind to the promotions, since they change.

The other display we have done for is above the Herald Sun and The Age on our main newspaper stand. This is also a successful magazine promotion location for us.

In each case we’re promoting outside what we’re told to do by the publisher. The key will be whether our approach drives the sales expected. While the displays themselves are not pretty, all that should matter is the sales result.

Since we took over Quayside Newsagency in Frankston we have introduced two additional magazine promotional spaces. The photo below shows how we are currently using one of the display. A check of sales data today shows its value. We have sold 34 copies of Melbourne Wedding and Bride since it went on sale on January 18. Over the sale number of days following on sale for this title last year the newsagency sold 14 copies.

What I especially like about the display is that Rhonda made it about more than just the Wedding and Bride guide. She added bags, ribbons and other wedding related items we sell.

In newsagencies limited to display space it is hard to support one off titles like this. ACP and Pacific titles get first bite at the good space because they have the top sellers. This is why in each of our newsagencies we have created space for our use alone, to promote titles and categories which say something about value proposition.

We measure the success, or otherwise, of each display and learn from the results. There is no point in a pretty display unless it works commercially for the business. This is business after all.

Check out the size of this special edition of Harpers Bazaar. It takes double the usual space and looks out of place in our traditional magazine fixturing. The price is also a concern: $39.95. Some newsagents will not put the title out because of fear of theft.

I don’t mind carrying titles such as this but I’d like a means to do it professionally and to be rewarded for the additional space and risk.

I’d expect the latest issue of Empire magazine to sell out quickly given the Heath Ledger cover showing him in full costume from the new Batman movie.  Inside there is an interview done on the set.  One only has to look at the activity on eBay to understand the interest from collectors in Ledger.  I’m sure Empire will sell out.

We have been opportunistic and placed Empire in our high traffic women’s weekly section as well as with film titles.   We’ve done this because some Ledger fans will not browse the film section.  I figured we’re better off putting it where they shop and selling out early.

An ad on Melbourne radio station Gold 104 last night was promoting the Australian Women’s Health Diary.  This is a title which newsagents were asked to return today.  Even more odd is that a call to Network Services, the distributor, reveals that stock is not available for two weeks.   Odd that.

As I predicted a couple of days ago, the cut in supply of Take 5 in the same week they are doing a major marketing push has backfired. We’re just about out of Take 5 and therefore not able to perform to our potential. A frustrating outcome forced on us by shortsightedness by the publisher.

This matters because newsagents are only short supplied on popular titles which are sold elsewhere. It’s the unpopular titles where we’re over supplied.

Starvation can be terminal folks.

Whoever is responsible for the packaging of the latest issue of Hair Now must not know much about how customers buy their magazines. It’s all about browsing folks. To browse, customers need to be able to open the package. Sealing the magazine in a plastic bag is nuts. To see this in a sea of magazines makes it stand out and look like an adult title.

While I was wondering what do do, a customer picked up a copy off the shelf, looked at the plastic and dropped it. I asked her about the magazine and she explained that she’s not going to buy it unless she can see the magazine. I am surprised that the people at Hair Now don’t get that.