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

Author: Mark Fletcher

Chopping naturist magazines

Tan.JPGNaturist magazines are dying if the data from my newsagency and others I have seen reflects a national trend.

While never in the top selling titles, Tan, H&E and a couple of others usually paid their way at least. No more – I suspect that these titles are not cash-flow positive in any newsagency.

Without a stocking subsidy to cover labour and real-estate costs, there is no choice but to request that the titles are no longer supplied. While the publishers will not be happy with the position, they need to understand the cost to newsagents of under performing titles. Each magazine pocket had a real-estate cost. Each issue has a labour cost to process arrival, return and upkeep. Then there is the cost of lost opportunity, of having underperforming stock on the shelf.

This is what newsagents must do – decide on the threshold, where depth of range can be cost justified and then kill the titles which fall below. Cash-flow is the ideal measure since it goes to the heart of a healthy business and it is very easy to measure month by month title by title.

It makes no financial sense for me to subsidise Tan and H&E just so I can feel better about my magazine range. The saved pockets will enable me to better display nearby titles which are selling well.

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magazines

The high cost of jury duty on small business

A newsagent friend has an employee away on jury duty with a cost to the business of $145 a day in wages to the employee and $152 a day for the casual employee brought in to cover. For the first 10 days the juror was compensated $36 a day and this comes back to the employer. After the first 10 days it increases to $72 a day – leaving the newsagent significantly out of pocket.

When the juror sought permission to be excused from selection because they worked for a small business which could not afford them being away for any length of time, the court refused and left the newsagent with an expense the business can ill afford.

While I understand that the jury system needs people of all walks of life, such a high cost imposed on small business employers seems unreasonable.

Ripping thousands of dollars off the bottom line of a struggling small business does not seem just.

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Newsagency challenges

Is this the next free newspaper in Australia?

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Is Sensis planning to move the Trading Post newspaper from a paid model to a free model?

Open any edition of the Trading Post weekly classifieds newspaper and you see them actively promoting their online offering. It makes sense given how much classified advertising has migrated online.

I know that in Victoria, sales of the Trading Post, at $3.00 each, continue to fall dramatically – 25% in the last year based on data I have seen from many retailers. Sales will reach a point that the retail presence is no longer viable.

This is why the Sensis experiment with the Trading Post in the Northern Territory is interesting. In NT, the Trading Post is handed out free – just like mX is handed out free daily in Melbourne, Sydney and Brisbane.

The Sensis investment in the NT experiment is considerable – they print an NT edition in Melbourne and ship to NT. There is nothing in this about building for retail sales of a print edition. The NT free edition pushes the website so the goals are clear.

If the NT experiment works I’d expect to see free distribution of the Trading Post elsewhere. They have to do something to keep the brand alive while they transition from print to online.

Maybe Trading Post will be the next free newspaper distributed in Australia. It makes sense and if I were a Telstra shareholder I’d be all for it.

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Newsagency challenges

The Land stuck on ad

the_land.JPGThe Land from Rural Press, now part of Fairfax media, has a post it note type ad stuck in the middle of the front page.

At least this time it’s not on to of the masthead. Still, editorial would have to be at least a bit miffed that an ad has been given priority over their cover photo.

As with these stick on ads on the newspapers, they generate trash and frustration. Advertisers will realise one day.

Thanks to my colleague in NSW who tipped me off with the photo.

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Uncategorized

NDD, First Fleet and magazine distribution (II)

My blog post yesterday about reports I had heard about NDD discussing moving their deliveries to First Fleet resulted in calls from various people who did want to be named. Some were wanting to find out what I had heard, others want me to name my sources and others had extra information.

I am confident that the report is accurate and that NDD is considering or has considered in this past week a commercial relationship with First Fleet. Whether it happens or not is another thing. I would have thought that newsagents and publishers would be against such a move as NDD and First Fleet would be the only stakeholders to benefit. For example, without the opportunity to share costs, newspaper publishers and others using trucks currently used by NDD would have to either pay more or make alternative arrangements.

While I accept that NDD must put its business needs first, the experience of 2004, when Gotch and Network moved to First Fleet, and the resulting fall in the quality of distribution services must concern them. In making the move they would lose a point of difference.

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Newsagency challenges

Powerball jackpot opportunity at the newsagency counter

powerball_20mill.JPGTo the many newsagent suppliers who read this blog I wish one of your would seize the opportunity of lottery jackpots. This Thursday Powerball offers a $20 million prize. Lottery sales will be up by around 20%, much of this as a result of additional traffic. Upselling across or near the lottery counter is easy and newsagents would welcome the opportunity to add value to a lottery product sale.

While entrepreneurial newsagents use jackpot traffic to boost sales elsewhere in their business, others, the majority, do not and they would wait for a supplier driven offer.

My pitch to suppliers is that a network wide offer attuned to easy upsell at or near the lottery counter would be ideal. I appreciate there are costs associated with creating and distributing such a product and that the risk in expecting newsagents to embrace the upsell tactic is considerable. However, until a supplier tries this we will not know if it works.

Personally, I know hat upselling around a jackpot is easy. In my newsagency, the team has had success with magazines, pens, other lottery product and newspapers. With at least twelve such jackpots a year the opportunities are regular yet still special.

I pitched this idea to Lovatts, the crossword folk, a year ago and it seemed to be too hard for them. Hopefully another supplier can come to the table with a timeless product offer which will work with lottery customers. What we need is the ideal win win win where suppliers, newsagents and customers benefit.

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Lotteries

Lotto case update

It’s good to see the Lotto payout fraud case getting more coverage.

This case is about whether Lotteries NSW (and possibly the newsagent’s insurance company) can leave the small business newsagent carrying the responsibility for employee fraud which seems to have happened because of poor Lotteries procedures.

The matter of breach of contract with NSW Lotteries is something newsagents need to investigate and discuss urgently. If a breach is proved, it’s likely you’re on your own.

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Lotteries

NDD to switch distribution to First Fleet?

I’ve heard that NDD is this week considering moving to the First Fleet organisation for the packaging and distribution of the magazines they represent. Such a move would most likely lead to a cut in the number of distribution days. Currently, NDD product can be delivered five or six days a week. Under a First Fleet arrangement I would expect this cut to one or two days a week. This would impact newsagent customer service and workflow.

Publishers who moved to NDD because they did not want the First Fleet restrictions would be unhappy.

First Fleet does not deliver everywhere. Often newsagents in previously serviced remote locations have to travel some distance to collect product which previously was delivered to their doorstep.

Newsagents, publishers and even major retailers such as Coles and Woolworths will recall the impact on their businesses when Gotch and Network made the move a couple of years ago. In some states it was six months of disaster. Newsagents, collectively, lost hundreds of thousands of dollars. I know of one major retailer who threatened a major compensation claim at the time – not sure that that proceeded though.

Gotch and Network moved to First fleet to cut costs out of their operation. Project Hero it was called. The hero was their P&L – the move was most successful so it’s logical that NDD looks to achieve the same gains.

Given that its current distribution arrangements are a point of difference I am surprised NDD is seriously considering this move.

From a newsagent perspective it could be another reason to rethink carrying NDD product at all.

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magazines

Online versus print job ads

Check out page 4 of the April 2007 job ad survey from ANZ economists. On Page 4 they graph the weekly average number of ads in newspapers versus online. Newspapers are flat and online is showing excellent growth. It’s sobering stuff for any business relying on newspapers to drive revenue and or customer traffic.

Newspaper publishers have been grumpy recently at the ANF over their job ads reports.

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Online classifieds

NSW Lotteries blames the little guy

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The report in the Sydney Morning Herald yesterday about the District Court case commenced by NSW Lotteries against a newsagent demands careful attention from newsagents.

It highlights the risks newsagents face in managing payouts, regardless of whether NSW Lotteries, or the lotteries operator in any other state, has robust procedures. Consider this from the SMH report:

Mr Bannon claimed that the newsagency was in breach of its contract with NSW Lotteries and therefore the lottery company should be indemnified against the loss.

I would have liked the SMH to explore this further and report on why NSW Lotteries considers the newsagent to be in breach and what the implications of such a breach could be for the newsagent if proved.

My understanding is that if such a breach is proved, the insurance coverage NSW Lotteries requires lottery agents to have could be considered void by the insurance company, leaving the small business operator to carry the cost of the fraud – unless their general business policy offers relief for the employee fraud they appear to have been victim of.

I am shocked that NSW Lotteries had a system in place which allowed newsagents to manage a first division prize claim. To blame the newsagent for a breach of contract, over a process which should never have been handled at the store level in the first place is nonsense. NSW Lotteries have acknowledged issues with the old process by making changes.

The case this week in the District Court is not the only matter involving major NSW Lotteries prizes, newsagents and the issue of breach of contract. Of course, Lotteries is safe if they can prove the breach in other cases. That only leaves the insurance company to void the policies – because of the breach – to protect their bank balance. Newsagents face the biggest risk in these cases and that’s the story I would like the SMH and others to cover.

Newsagent associations ought to be all over this case. I suspect that when they do become involved it will be too late for some of their members.

UPDATE: Today’s SMH has this story including this from the newsagent’s lawyer:

“The [newsagents] have been betrayed by a person they had no reason to doubt. They now find themselves in the position of being sued for half a million dollars plus costs by an agency of the government,” Mr Stevenson said.

As I suggested earlier in this post – watch for more cases on State Government owned NSW Lotteries suing newsagents.

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Newsagency challenges

Great magazine cover from The Monthly

monthly_magazine.JPGThe designers at The Monthly are pumping out exceptional covers. Innovative and bright. Even in traditional newsagency magazine racking their current masthead stands out. This is crucial given the sea of colour in the magazine aisles.

With the low level of browsing of the news and current affairs space, covers like this one from The Monthly is sure to draw people across for a look.

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magazines

Promoting magazines

mag_promo.JPGBen Kay, manager of my newsagency, set this up today on a stand out the front of the newsagency. It’s not a new promotion but it is uncommon in newsagencies. We often get so caught up in the daily grind that we forget to remind our customers of what’s new and of the deals like the amazing Lindt chocolate with Delicious this month.

While it’s reasonable for newsagents to say that customers will know if new issues are in, we are on a mission to chase impulse purchases in as many ways as possible. We’re treating every sale as a victory. we have to – disruptive construction continues in and around our shop as the landlord ‘adjusts’ the centre.

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magazines

Women’s Weekly promotion

We’re running a one day magazine promotion to support Australian Women’s Weekly. Any customer buying Take 5 and That’s Life can purchase AWW for $2.00. The team member selling the most will receive a gift as a reward for their effort. Central to this mini campaign is us talking with our customers about AWW. We’re funding the promotion ourselves and promoting it over the counter and on a stand at the front of the shop.

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AWW is doing it tough and we felt that an over the counter offer like this could reacquaint some of our Wednesday regulars with the iconic title. I appreciate the offer may be seen by some as devaluing the brand. My view is that having a stack of product on the shelf and not moving for the month is as devaluing.

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magazines

Help us sell more magazines

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I have been in Adelaide today meeting with newsagents who use Tower Systems software. Prior to the software part of the meeting there was a robust discussion about the many problems with magazines and with partworks. With magazines the most common problem seems to be with gross oversupply of the fringe titles – titles outside the top 200 performers. With partworks the problem is with undersupply – the cutting of newsagent supply by 80% after the first two issues.

The financial and emotional damage done by problems in the magazine supply chain costs newsagents a fortune every year. Suppliers and even some in newsagent associations complain that newsagents are their worst enemies when it comes to matters of magazine supply. Such comments are ignorant.

Take the group of newsagents I met with today. they are the best of the best – each following best practice in terms of magazine data management. This means they provide suppliers with sales data electronically every day. This sales data is not used in determining scale out – especially for the fringe titles. These titles consistently have a sell through rate of less than 50% and temporarily steal newsagent cash flow. Distributors see the financial cost their ignorant scale-out decisions wreak on newsagents yet they do not act on the sales data they fought hard for years to access. It’s as if compliance means nothing to newsagents.

In terms of putaways the problem is worse. Newsagents, through industry standard technology, let distributors know about fixed orders – putaways – for customers yet distributors consistently under supply so that newsagents cannot meet these orders. Instead they sent the product to others only to have the product returns and, possibly, mad available to the newsagents with fixed orders.

My point is that in both situations the distributor’s own technology and the technology used by newsagents – to the standards dictated by the distributors – can fix this and provide a more equitable scale out to compliant newsagents. The distributors ignore the opportunity. NDD is the worst by far. This was discussed today in Adelaide and the room concurred that some of the junk they are supplying to newsagents is appalling.

This is why we, newsagents, need a magazine czar. Our channel is open to any publisher who wants to pay magazine distributors to ship their product. For their part, distributors are covered. Newsagents are not. We have cash at risk, real estate in use, labour in use and theft to face. A magazine czar, on our payroll and on our side, could stop some of the crap we see today. They could also work on the perennial issue of gross oversupply as well as the problem of the partworks con where stock is not available after a couple of issues.

To those who are moaning that I am beating my usual hobby horse I’d say read what I have written. I want to sell more magazines. I know that if my suppliers used the data I and other newsagents provide this could be achieved. All it takes is a will, on their part, to sell more magazines.

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Newsagency challenges

Borders, A&R and Supanews?

Further to my post April 22 about the future of Borders in Australia is this report in today’s Age newspaper. It speculates about PEP getting Borders and adding it to its Angus & Robertson and Supanews operation.

If it the speculation played out it would be interesting for newsagents. It would certainly arc the pressure up on consolidation.

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Uncategorized

Is Windows Vista a dog of a magazine?

mag_vista.JPGWe received 14 copies of this Windows Vista magazine last month. Last week we returned all 14 copies when we put the 14 copies of issue #2 on the shelf.

Is this a dog of a magazine? Well, no. The product is okay. The medium is the problem, for this title at least. The title’s target audience spends more time on their PC than with any other medium so it’s likely their interest in Vista related information will be satisfied through their PC.

We are requesting a reduction in supply through the right channels at Network services but know that this will not take effect for another issue so we’re going to be out more than $200 in cash over three months and probably longer. This is our money we’re investing in the launch of this new title. Indeed when you add up the cash drain this title is having on newsagents across the country I’d suggest we have more money in this title than anyone else in Australia.

This is why newsagents need to control what new titles have access to their channel. The current situation leaves us, the most important stakeholder, without a seat at the table.

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magazines

Browsing crucial to magazines

Regulars here will recall my post a few weeks back of the unbearable construction noise in my shop. As a result magazine unit sales were down 17%. Now that the noise has gone we’re back where we were – tracking in positive territory. It says something for the importance of the retail environment for browsers. It also gives us an indication of how much of our magazine business comes from browsing.

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magazines

Magazine subscription delivery program to close

The four year old NSDP program run by the PBL owned Network Services is to close by June, newsagents have been advised today. NSDP had tremendous potential had it been run well. It sought to leverage spare capacity in the newsagent home delivery infrastructure for the delivery of subscription magazines. It’s main competitor was Australia Post.

For much of the life of the program my newsagency had seven NSDP territories. We had people on the road most days of the week delivering magazines. I know from this experience that a key problem with NSDP was what newsagents were paid. Despite early promises from Network to support infrastructure costs, NSDP was loss making for many participants, myself included.

A key cost to newsagents was time spent sorting product. Rather than allowing newsagents to address pre-bagged magazines to be delivered, they arrived from Network already addressed. Newsagents then spent hours sorting the product into a delivery sequence. This would have been easy and cheap to fix. I suspect it the various solutions proposed to Network were not taken up because there were other problems with the subscription delivery offering.

My theory, based on no evidence, is that the contracts with publishers caused problems for Network – there was not enough money in the contracted delivery fee for them and for newsagents and that, as a result of poor returns, newsagents were pulling out. Indeed, we resigned months back when we saw that Network was not going to agree to a price structure which at least covered costs.

Network’s intention was honourable. The best asset newsagents had/have is their national network.

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Newsagency challenges

How magazine subscriptions work

Brand Lab UK has published an overview of The Loyalty Challenge – How Consumer Magazine Subscriptions Work. The report by Jim Bilton draws on some interesting market research from the UK including, in part:

70% of subscribers buy their magazine from retail prior to subscription.

When the subscription lapses, 45% go back to purchasing the title at retail.

The report looks at the cost to publishers of loyalty and the consumer habits subscription drives have created.

I’d like to see similar research as long as it includes putaways in the mix. Some newsagents have up to 500 putaway customers, many long term, having titles put away behind the counter for full price. This is the type of consumer publishers and newsagents like yet publishers have no idea of how many there are and cannot therefore assess the importance of a strong newsagent putaway service.

While the Loyalty Challenge report says that subscriptions are about price, putaways are about service, showing that excellent service for the right product takes price out of the equation. This is why all newsagents should offer a well structured and disciplined putaway service and promote it at every opportunity. It’s our point of difference. Ideally, publishers would partner with us and financially allow us to afford to reward putaway loyalty.

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magazine subscriptions