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

Author: Mark Fletcher

What’s happened to newsagent customer service?

I have received six emails in the last week from people asking if I can help them source copies of the Art of Knitting and the John Wayne Collection. They emailed me as a last resort – each had been to two or more newsagents asking about backorders and had been told they were not available. They then searched online and got to this blog. Two have gone back to their local newsagent and four have refused because the service they received was so bad.

Newsagents used to be known for exceptional customer service. Except for a few small products categories, this is our only point of difference. One newsagent delivering poor customer service reflects on all newsagents.

If I can get partwork backordered then so can other newsagents. Sure they are a pain – the reward is a happy customer and someone who has their faith in the small business newsagent channel upheld.

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Newsagency challenges

Choosing Marbig for stationery

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As part of our focus on branded stationery items, we are giving preference to Marbig branded products. We like that they are not a one or two category company. We also like the quality of their product. There is no financial aspect to this decision – indeed I’d suspect that the folks at Marbig don’t even know since we are buying through a wholesaler and have had no direct contact with them.

Making a decision such as this around a brand brings clarity to other decisions in the stationery department.

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Stationery

Chasing BrownTrout calendars

Customers have been asking for the last week when our BrownTrout calendars will be out. That they have named the brand is surprising. This will be our third year playing in the calendar space and the first where we are not taking and calendars from the magazine distributors – having customers ask about the range so early is wonderful – we take it as a good sign. Our BrownTrout calendars were put out yesterday.

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Calendars

Selling carbon paper

I sold a customer a sheet of carbon paper on Saturday. While those working in a newsagency would not be surprised by the sale, others would be. Why buys a single sheet of carbon paper? Someone our Forest Hill way obviously. Actually, the customer wondered aloud how mush longer she would be able to buy the single sheet. Her open wondering was more an acknowledgment of times changing.

The business person in me says we should not sell single sheets of carbon paper unless we have a price model which makes carrying and caring for the stock viable. In a social responsibility sense we must offer single sheets of carbon paper – it is our role as independent small business retailers to carry these traditions as long as we are able.

This is a challenge newsagents face: we compete in a tough and rapidly changing commercial world yet many of us want to respect traditions as demonstrating our point of difference. For now we will continue to stock and sell single sheets of carbon paper.

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Stationery

When spin becomes a lie

Bernard Zimmermann has published a long post on his POS Solutions blog tonight following my post earlier today. While most who read his post will see it for what it is, there is one point which goes to the heart of Mr Zimmermann and the company he created. He claims:

The last offer of any note for purchase of our respective businesses was from POS Solutions to buy Tower Systems, which we had a meeting to discuss.

This is a lie – there has been no such meeting. I made an unsolicited offer in writing to Zac Varga and Bernard Zimmermann – the owners of POS. After due consideration they rejected the offer as is their right.

My view is that POS Solutions is in trouble. This is a view I have formed based on steep discounting. I have seen quotes offering for under $5,000 what they usually charge over $20,000 for. Such discounting tells me they are in trouble. That and the number of newsagents who have switched.

To regular readers here – don’t worry. I am not about to let this valuable newsagent resource be hijacked by a fading competitor.

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Newsagency challenges

Learning from Daffodil Day

We misplaced the box of Daffodil Day fund raising product at our newsagency and forgot about promoting the cause. With our back room in upheaval for months because of construction plus so many charity requests put on newsagents we could make excuses but we know that the fault was ours. A weakness in our process allowed the box to go missing for weeks – we found it on the weekend. We have sent a cheque off for all the Daffodil Day product and taken it as a lesson to improve the back room processes.

I’d like to see some structure brought to charities using newsagents as fund raising points. There are some weeks we are raising money for two charities. This is not ideal.

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Uncategorized

Why POS Solutions is losing customers

Bernard Zimmermann is demonstrating why POS Solutions, his software company, is losing customers to Tower Systems with his latest blog post. Zimmermann says we have blogged that our Eftpos link is new. I have not said that. Zimmermann, an avid reader of our blogs, would know that I have said the Eftpos link is not new. What is new is our decision to promote the link we have had since 2002 and a couple of additional banks now supported by the thirds party supplier: Westpac and NAB.

POS Solutions uses the same banking interface providor that we use.

POS Solutions is in trouble in my view. Take a look at our blog and the POS blog to see Zimmermann’s reaction to innovation. He is copying our posts about EDI, returns, Eftpos and, now, training videos. Zimmermann read my post about Tower releasing training videos and is saying he has had them for 15 years.

Newsagents expect a certain amount or argy bargy between software companies as they jostle for market share. What they do not want is dishonesty – like when POS told newsagents they had a multi million doollar data centre 7 or 8 years ago. It never existed. Or like when POS told newsagents they were EDI compliant – when they were not.

Tower Systems serves in excess of 1,400 newsagents. POS Solutions serves, by my estimation, 700. Zimmermann claims 1,100. But his company’s literature also claims 1,100 total customers. Take out 300 chemists, 100 other businesses and you can see how I reach my belief they have 700 newsagents.

POS Solutions has lost more than 150 newsagents to Tower Systems in just under two years. Newsagents have shifted to Tower Systems as a rejection of the POS software – in pursuit of greener pastures. I hope this is what Tower Systems provides.

I put an offer in writing to the two Directors of POS Solutions Australia Pty Ltd some months ago offering to acquire their business as I was tired of their poor standards pulling the newsagent channel down. The Directors rejected the offer as is their right. However, this does not help newsagents: at conferences and industry meetings the poor support and poor quality software from POS is the elephant in the room. Their inability to shift their 500 DOS users to Windows is especially damaging to newsagent prospects.

Tower Systems is pleased to be helping former POS Solutions users switch their businesses to Tower Systems and better software backed by better support.

I’d rather not have to write a post like this but I had to because of the spin Zimmermann has published.

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Newsagency challenges

Visual noise and magazine merchandising

merchandising.jpgWe are planning to rein in the real-estate taken by magazine merchandisers in our newsagency. While we welcome their displays, now more than ever they are promoting titles away from their location. The result is visual noise which can detract from the category which owns the space.

Take a look at the photo I took on Saturday. It shows a great poster display promoting Elevator magazine and another promoting Home Beautiful. Elevator is promoted next to our astrology and markets sections while Home Beautiful is next to camping and crossword titles – both displays are a full aisle away from the titles being promoted.

We have allowed this situation to evolve over many years – what we have today, four of these merchandise displays, is our fault. At first, the displays were welcome because they covered otherwise blank space. Now, we’d prefer some quiet between the visual noise of magazine displays.

I don’t think this merchandising sells magazines. I’d like to see those investing in this merchandising met with newsagents to consider an investment more appropriate to today’s retail needs and which does drive sales. I’d certainly like to participate in such a discussion.

What I want is to sell more magazines. I think I can do this through smarter partnering with publishers and distributors – partnering which reflects today’s retail trends.

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magazines

New York newsstand makeover

In his blog post, Coming to Newsstands Now: A New Look, at the New York Times website, David Dunlap writes about how a famous design firm is redesigning New York’s newsstands. While there is the inevitable debate around why – print is dead, having lived in New York for a year I’d note that it would be disappointing to lose the individuality of the current newsstands. I know that sounds like it contradicts what I have written here about Australian newsagencies, I’d note that there is a significant difference between newsstand and a newsagency – the latter is twenty five (or more) times the size.

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Media disruption

Minature clock collection partwork

minature_clock.jpgWhile the Miniature Clock Collection partwork is not setting the world on fire in terms of sales, it does have a market. We have it displayed at the front of the newsagency and in our special interest area – it’s a challenge because we don’t have any other clock magazines. I like the title because it underscores our commitment to special interest titles.

If you are reading this blog post having searched the internet for sites about the Miniature Clock Collection – go to your local newsagent. They can get the title in and keep it aside for you. Good newsagents are magazine specialists.

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magazines

Joan Rivers, media tart and disruptor

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Having been dumped by the E! TV channel, comedienne and red carpet queen Joan Rivers is creating her own outlet by embracing blogging. Her Emmys With Joan blog provides a lesson in rebuilding the supply chain.

By eliminating the wholesales, E!, Rivers is going direct. She promises that the new medium will be raunchier: I can finally get to say all the dirty and disgusting thoughts that those old-fashioned TV networks never let me get away with. The first blog post explains, in Rivers own unique style, what she is on about.

Whereas we had to watch E! or read magazines to get the Rivers take on the red carpet, now she has a direct line to the public. This is what new media is about – reducing the distance between the story, no matter how vacuuous, and the reader. It is a trend which ought to be of considerabl interest ot Australian newsagents.

For a laugh, read Joan’s blog. I think it’s very funny, but, hey, I am a fan.

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Media disruption

Hot Ink brochure drives ink sales

hot_ink_oct07.jpgWe are tracking strong sales growth for ink as a result of this latest Hot Ink flyer. Customers come in with the flyer, head for the ink bar and make their selection – usually two or more items. It is good to be a destination in this category.

The Hot Ink brochure focuses only on brands: Epson, Lexmark, HP and Canon. This suits us since we ditched compatible inks a couple of months ago.

We have distributed the brochures to 20,000 houses around our centre. This is the third such campaign around ink this year. This consistent pitch, around brand names and at keen prices, breaks our newsagency out from others. In fact, it breaks the whole group participating.

Thinking back to my comments here yesterday about brand newsagency, focusing on consistent range and price for branded product across a group of stores is how marketing groups can break away … from brand newsagency.

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Stationery

Obsessing about magazines

bindi_mags.jpgToday I witnessed the commercial value of being obsessive about magazines.

Let me set the scene: when I saw the photo of Bindi Irwin on the cover of Holidays with Kids last week I moved it from our travel section to this stand on the dance floor, between newspapers and the counter. At that stage we had all four copies.

We sold the second last of the four copies received this morning – the customer told me she bought it because of the Bindi Irwin cover. She came in to buy Who and the Herald Sun. Had we left Holidays with Kids in the travel section, this customer would have missed out and we would have returned, most likely, all four copies.

While the value of real-estate on the dance floor is higher than the travel section, an impulse purchase of Holidays with Kids reinforces newsXpress Forest Hill as a go to place for magazines. This is why we obsess about magazines and why we cheer when we see specific evidence of commercial success, even a small step, from that obsession.

Covers drive us in our obsession. If we, any of us, see a cover which permits the title to be co-located, especially into a higher traffic area, we go for it. Sure it takes extra time – we see this as the job of a magazine specialist.

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magazines

Trashing brand newsagency

n.jpgThe newsagency brand is in trouble. Right there, in that sentence, is the problem: Newsagency is not a brand. It used to be. For over 100 years it was the brand on main street. The newsagent was someone special and the business the go to place for stationery, newspapers, magazines and cards.

In the 1970s and 1980s as more shopping malls opened and some main streets started to fade, newsagencies started to lose consistency. The push of newspapers and magazines into other outlets in the 1980s, 90s and this century has driven fading consistency in newsagencies.

Years ago, industry associations tried to reinforce this by creating the N logo. The idea of the N logo was to make it a mechanism for discipline. That failed a few years ago and it is to late not to apply discipline which has been treated so poorly by so many.

My view that newsagency as a brand is no longer was reinforced this week when I visited three newsagencies in the space of two hours and saw three very different businesses. One was a dirty dingy trash heap which should be closed, the other a stunning business and the third a shop more focused on cheap product from China than traditional newsagency lines. While these businesses are entitled to call themselves what they like, good newsagents would cringe that two of the three share the newsagency shingle.

So, the newsagency brand is dead. Smart newsagents will brand themselves as something else, something which is backed with appropriate discipline and which can separate their business from the two newsagencies I saw earlier this week.

This is why marketing groups are essential to the future of the channel. Marking groups have the mechanisms of discipline – franchise agreements and the like. One of the reasons I joined newsXpress is for the discipline. I had been in a couple of groups before where there was no discipline. To me, a marketing group must have balls to toss out members who do not meet standards – otherwise the brand is weak – just as the newsagency shingle is weak.

Newsagents who are not part of a marketing group are relegated to being grouped with others trading under the newsagency shingle. In that group you have some of the best newsagents in the country and some of the worst and therein lies the problem.

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marketing

Borders, Supanews, Angus and Robertson

The rumour put to me late yesterday was that a deal was very close which would bring Borders into the Angus and Robertson / Supanews group. While I have bogged about the PEP backed offer for Borders previously, my informant said there had been significant progress. If true, the result would be a book / magazine / stationery / greeting card offering covering big, medium and small formats. I’d expect rationalisation in the book side of the business (maybe some stress with A&R franchisees?) and rapid expansion of the Supanews brand. Of course, since it’s a rumour it needs to be approached with caution.

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Newsagency challenges

The value of Family Tree / genealogy magazines

family_history.jpgPractical Family History, Family Tree Magazine and Family History Monthly are three of a large range of family tree / genealogy type magazines found in many newsagencies. The range of titles is broad and appeals to a very select group of people who browse my newsagency. What is interesting is that customers interested in the family tree / genealogy category tend to buy two and sometimes three titles in the category at the one time. This makes them efficient customers and helps justify the retail space we give the category. I see categories like this as essential to the newsagency pitch of being the magazine specialists.

Being a specialist means doing more than putting the product out, it means understanding the dynamics of the category, what else is in the shopping basket and what can be done to drive the efficiency of such a special interest customers.

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magazines

Find It online classifieds

Our Find It online classifieds site has passed 19,000 ads including 11,500 car ads. Find It has been created to provide an online revenue stream for newsagents. Access for newsagents is free. Commission on sales is 100%. There are few commercial opportunities given to newsagents as generous as the Find It model. One day, some newsagents will look back and wonder why they missed out on the online classified opportunity.

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Online classifieds

Managing by text message

For several years I have been receiving text messages on my mobile phone each night when my newsagency closes with the sales numbers for the day – broken down by departments – sent by my software. The text message also lets me know how close the cash balance is.

What is good about this that I know when we close and how we did every night without fail. Getting this data and using some of the other text message features make it easier to be away from the business yet still actively participate in management. This may seem like a small point but I see it as crucial to being able to be away from the newsagency. I see too many newsagents handcuffed to their businesses because of insufficient resources or poor use of technology to ensure consistency.

The best use of text messages by far is our advice to customers that their special orders or putaways are in. We have done this for years and customer still rave about the service.

I can see some exciting developments coming down the line in the use of text messages – enabling newsagents to be more interactive in their processing through text messages. In today’s market being fast and efficient can be the difference between winning or losing. Hence the imperative to embrace technology wholeheartedly – including text messages.

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Newsagency challenges

Herald Sun NatGeo DVD promo a hit

herald_sun_dvd.jpgThe National geographic DVD series offered through the Herald Sun over the last two weeks has been a huge success in driving newspaper sales.

Execution has been excellent – plenty of stock, easy to manage … all driving retail sales. This is one of the best newspaper promotions we have seen in years.

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Newspapers

Australian Women’s Health Diary at newsagents

health_diary.JPGWe are giving the The Australian Women’s Health Diary prominent display at the front of the shop – on the stand we used last week for our Spring gardening display – it works because of the spring theme on the cover of the diary.

The Australian Women’s Health Diary is very popular. Thankfully we have plenty of stock to support a prominent display

We like the diary because sales raises funds for the Breast Cancer Institute of Australia – something we are promoting with the material we have produced. More marketing collateral wouold have been helpful.

We also like the diary because it provides accurate health information for women – a different health topic each month.

My only complaint is that the National Breast Cancer Institute does not promote newsagents as retail partners on their website.

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Calendars

Gloria Jeans and newspapers

I hate these newspapers. That’s what I heard a Gloria Jeans store manager say earlier this week. I told her I was a newsagent and was curious about her comment. It appears that no amount of signs and other devices used to stop customers picking up a newspaper and browsing works. The comment I heard was being made when she picked up a couple of papers and put them back in the for sale rack. When I suggested she push her feeling back through the company she said they would not listen.

By making newspapers available for easy browsing in these coffee shops I suspect that some sales are being lost. At the very least they should be put into units which stop customers easily taking a paper to their table to read.

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Newspapers

Ink and toner site grows and grows

Our Inkfast online ink and toner business is two years old. It continues to outperform ink and toner sales in our newsagency by a factor of four to one – even allowing for the good growth we have achieved in our newsagency over the last six months.

Inkfast serves a very different demographic to our newsagency – most Inkfast customers would not buy their ink and toner from a newsagency. Being purely online and with all customers paying in advance, the margin model is different to retail. I am certain that branding Inkfast in a way which connected it with a newsagency would have seen it fail. The newsagent shingle has baggage (good and bad) attached.

Today, two years on, Inkfast is still growing – organically, without any marketing spend. We spent heard in our first year to attract customers but that stopped a year ago. Today, it’s natural search results and word of mouth.

Like any business, customer service is key – the value proposition is built into our name.

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Stationery

New daily routines and the newsagency business

I am grateful to a colleague for pointing out an interesting story in USA Today about how commute times, workplace changes and other factors impact on our daily routines. While written from a US perspective, this store equally applies to Australia. Newsagencies are well placed to connect with changes in commute traffic given the hours we are open. The key is that we engage with the opportunity nationally. Read what the article says about Starbucks and Wendys for example. Could newsagents respond nationally in a similar way? We should.

The other aspect of this story is that these peak hour traffic trends will drive our suppliers – publishers mainly – to place product elsewhere, outside our channel. This, too, is something newsagents need to develop a response to.

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Newsagency challenges

TAFE declares print dead

The New South Wales TAFE guide is no longer. Newsagents are only being told when they make some calls to chase supply of the usually annual publication. TAFE has moved the handbook content online which makes sense and is good for the environment. For newsagents, however, the move of the TAFE guide online will mean a significant revenue loss. Many would sell in excess of $2,000 worth of guides a year in direct sales and more in associated business.

It is surprising that there has been no transition. Last year the guide was in print and this year it is only online.

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magazines

Magazine distribution changes cost newsagents

The move of NDD titles to now be distributors by First Fleet, the company which also handles Network and Gotch magazines, is impacting newsagents as this report from one colleague explains:

This morning we received our mags at 5.45am. The driver blamed the fact that they now deliver NDD as well as Gordon & Gotch.

He claimed that the NDD product is not allowed into the G&G & NDC warehouse to be split up for distribution.

They are currently using this Transport Subcontractors own warehouse to split the orders. The product is also arriving late.

Net result, we have had to go out twice to deliver mags to our 22 Sub Agents.

This obviously increases our distribution costs and reduces sales. Wednesday Mags in particular have their highest sales on the first day.

If the Subagents do not get there Mags until mid morning their is a massive sales decrease.

This is the second week that this has happened.

While suppliers cut costs out of their supply chain, this demonstrates a lack of regard for newsagent costs.

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magazines