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

Author: Mark Fletcher

Australia Post swipes again at small business

auspost-crowd.JPGVisit one of the Government owned Australia Post retail outlets and take a look at the Government’s small business policy in action.

The latest Australia Post brochure, Crowd Pleasing Prices is another example of Australia Post is encroaching further on territory which has been well served by independently owned small business. It does this with the benefit of a product and service monopoly and backed by national TV and radio advertising funded by the monopoly.

The Government is complicit in the actions of Australia Post. They know the harm being done to family businesses across the country yet they respond to complaints by writing irrelevant responses to questions which were not put in the first place.

The Australian Postal Corporation Act 1989 .defines what Australia Post’s permitted functions. Inaction by this government allows Australia Post to skirt around the Act. Here are the relevant clauses:

16 Functions—incidental businesses and activities
(1) The functions of Australia Post include the carrying on, within or outside Australia, of any business or activity that is incidental to:
(a) the supplying of postal services under section 14; or
(b) the carrying on of any business or activity under section 15.
(2) Without limiting subsection (1), the functions of Australia Post include the carrying on, within or outside Australia, of any business or activity that is capable of being conveniently carried
on:
(a) by the use of resources that are not immediately required in carrying out Australia Post’s principal or subsidiary function;
or
(b) in the course of:
(i) supplying postal services under section 14; or
(ii) carrying on any business or activity under section 15.

Government ownership, regulation and monopoly protection guarantees traffic to Australia Post stores for a fraction of what it costs newsagent. My newsagency does not have this monopoly advantage. Australia Post is abusing this advantage to encroach more and more into space previously the domain of newsagencies, some supermarkets and stationery stores.

I cannot land consumers to my store for the same low cost of Australia Post.

I cannot leverage a national brand like Australia Post to buy competitively.

I cannot control my opening and closing hours.

I cannot get the rent discount of an “essential service”.

I do not have a government protected postal service brand with which to leverage the sale of unrelated items.
Australia Post has, through its government owned stores, been targeting newsagencies. The government’s inaction on this is evidence of merely lip service being paid to small business.

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Australia Post

Petrol and convenience second thoughts on magazines?

It seems some petrol and convenience outlets are pulling back on the space they devote to magazines is what I and others have seen recently is anything to go off. I know of one outlet which has cut their magazine display space by 33% to 16 pockets. The duty manager says he’d be glad to see the category go altogether because “it’s nothing but trouble”. Back when the local newsagent managed the category for the outlet sales were higher and magazines were no trouble at all.

It seems the pursuit of margin by some petrol and convenience outlets is biting them at their bottom line. Maybe if they ask nicely newsagents will manage the category for them again and lift sales.

Before magazine company people call or email, I’m not claiming that all of these outlets you took off newsagents are selling less. I have spoken directly with several as have a couple of newsagent colleagues. These are outlets which initially did better and for the last six months have been in a slump – petrol outlet bosses don’t understand such slumps, they don’t understand the category.

Newsagents who had this business taken from them three years ago might get a good response if they pushed to win back the business.

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magazines

The hidden cost of free daily newspapers

David Grover, Department of Geography and Environment, London School of Economics wrote an excellent letter to the Financial Times about the hidden cost of free newspapers. Here’s part of what he wrote:

Free dailies externalise their production costs in at least three ways. They clutter and detract from the appearance of our streetscapes and public spaces (costs to all Londoners); they generate great volumes of rubbish which then become the disposal problem of boroughs (costs to borough residents); and they create extra cleaning costs for Transport for London when papers are left behind on trains and in stations (costs to TfL and therefore transport users).

In January, the Guardian newspaper reported that Westminster Council has approached publishers about the waste problem:

The council has warned News International and Associated Newspapers that they must help the council deal with the “mountain of waste” their newspapers produce, or face restrictions that could see them banned from its environs, including the West End.

The BBC has more on this story here. I first bloogged about free newspaper trash on July 29 last year, recording what I saw on a train just after rush hour – 50 copies of mX left on seats and the floor in on carriage!

All this is timely give the march of News Ltd’s free daily mX to Brisbane having conquered Melbourne and Sydney.

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Newspaper marketing

Why no boxed greeting cards here?

The boxed card market which is huge in Europe and the US is tiny here. Sure we have a good rang for Christmas but for the rest of the year boxed cards are almost non existent.

Overseas they have ranges of boxed birthday, baby, thank you, graduation and other cards. From retailers and wholesalers I talk with sales are strong.

Maybe its a cultural thing or maybe it’s that we don’t have the local range to drive interest. I’m curious because I have been chasing local all-year ranges of boxed cards without success and I’m having to purchase imported product.

My feeling is that in the right kind of store with the right display boxed cards would sell well here without detracting from single cards. US retailers tell me that single sales are not affected.

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Greeting Cards

Newsagents stationary on stationery

pens.JPG

Many newsagents manage stationery today as it was managed by newsagents decades ago – before Officeworks, Australia Post, supermarkets and other mass merchants were in the stationery space. Newsagent suppliers also manage the channel as if time has stood still. This ignorance of today’s marketplace is both a problem and an opportunity for newsagents.

Take everyday pens and markers. Most newsagents have a good range of two brands. Many have three brands. Each is serviced by their own representative, calling on the newsagents and processing orders. These reps have one responsibility – to move stock out of their company warehouses. While most process the orders, these are ‘turned through’ newsagent warehouses with an additional cost for newsagents of between 5% and 10%.

So, we are buying badly because of a labour intensive sales process, deals add to the cost to support newsagent warehouses and newsagent time is taken dealing with reps. None of our competitors have these costs.

Smart newsagents a re tightly managing the time they give sales reps. They are also establishing direct accounts and negotiating better deals – so they can compete. This is where there is an opportunity – for entrepreneurial newsagents.

For our channel to compete in today’s marketplace it has to rid itself of practices which disadvantage us. While that will be unpalatable to longer term newsagents, suppliers and possibly industry owned warehouses, the reality is that unless we cut costs out of the supply chain we will not be able to hold our own in the stationery place.

There is a case to be made for carrying the whole range of one brand opf everyday pens and markers. This increases negotiating strength and enhances the in store story. It also cuts time with reps. So, with more time, more capital and unlocked retail space the newsagent can evolve their business to be more competitive.

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Stationery

Specialty papers make for an attractive return

Specialty paper is another ‘habit’ based product which newsagents could do well with. It fits with our demographic and lifts the look and feel of the shop. Once people have made an invitation to a party or some other event they are hooked and come back for more specialty papers and the bits and pieces needed to do the job.

cre-paper.JPG

This fashion related product sits well near the greeting card space – they serve customers chasing similar outcomes.

The keys with this category are to partner with a good supplier; refresh the stock regularly; display it well; and, locate it near your card space – it’s not a stationery item. Each of these ‘keys’ requires the newsagent managing, indeed driving, this part of the business. The rewards for such entrepreneurship are good.

To those who note such things, and there are plenty, for all the difficulties faced by newsagents there are opportunities which, if seized, deliver handsome rewards. This specialty paper area is one.

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Greeting Cards

Gotta love card seasons

st-pats.JPGA great thing about card sales in newsagencies is the regularity of seasons. Easter is generating good interest as is, surprisingly, St Patrick’s Day. Based on a couple of customers I spoke with on the weekend newsagents seem to be top of mind with these seasons.

These seasonal promotions fit in with habit based products that I have discussed here before. It’s why I like them. The more newsagents embrace and promote even small seasons like St Patrick’s Day the more they are known as the place for these. It worked for us last month with Chinese New Year.

The best move we ever made was moving our greeting card space to the front of our newsagency.

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Greeting Cards

Free suburban daily newspaper

The rumor put to me today is that Australia will have its first suburban free daily newspaper by the end of this year. I’ve been told to expect a newspaper which is mX like but for an older demographic, something which takes a statewide or national view of issues as opposed to what we see in suburban newspapers today.

I’m suspicious of the rumor as it would go against the trend of newspapers – but then there is the US model seeing hundreds of thousands of newspapers delivered daily to ‘subscribers’.

Whether the rumor is true or not, new newspaper models need to be discussed and debated by newsagents.

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Newspapers

How many airline magazines is too many?

air-mags.JPGHere are eight of the seventeen aviation, flying titles I receive at my newsagency. The average supply quantity is 2 copies. The titles are suppliers by each of the three magazine distributors.

While there is no doubt that I am overloaded in this category, the magazine distributors would not see that. They only look at what they supply. In fact, no one looks at the whole category, all titles supplied, when determining supply and this is where newsagents are significantly disadvantaged.

Magazine distributors will look at their sales data in this category for my store and say it’s gong okay. To them, selling one copy where they have supplied two or three is a success. One copy of each of the titles supplied is not a success for me. If I ask to cancel a title some will initially refuse because of this one copy sold.

The reality is that the category could be far more efficient for my business by cutting at least one third and maybe more of the titles. For example, I don’t need three titles about modern airliners. I suspect that consumer interest would be satisfied by one title. This is the kind of category management which is crucial if my newsagency is to achieve a reasonable return on retail space.

This discussion could be about almost any other category in my newsagency – or any newsagency for that matter. Magazine distributors know about the problem yet they do nothing to help newsagents resolve it.

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magazines

Lottery sales moving online

lotteries-online.JPGMy blogging this weekend has theme – the impact of online and mobile technology on the newsagent model and the lack of interest newsagents have in that impact. My purpose is to try and draw attention to decisions which need to be made by newsagents today so they have relevant business models for years to come. From what I see, newsagents are in denial. This is in part fuelled by poor coverage in industry journals on such matters.

This post is about lotteries. The image (top left) is from the Tattersalls website. Tattersalls offers tickets for sale to anyone anywhere – if there are location restrictions they are not obvious. Golden Casket also offers tickets online but to Queensland residents only. Golden Casket offers a small trail commission to retail lottery agents who support this initiative. Tattersalls offers nothing. NSW Lotteries, SA Lotteries and Lottery West do not offer tickets for sale online.

Selling lottery products online is efficient and easy. This business will grow and while lottery retailers will not see an impact for a year or two, the impact will come.

Given the importance of lotteries in driving traffic to newsagencies, this is another area of our businesses which needs consideration today – especially given the considerable investment in the required lottery specific sales counters.

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Lotteries

Print your own newspaper

I missed the launch last year of G24, PDF versions of the Guardian newspaper by section. What I like about G24 is that it is always up to date since it is compiled automatically as news is published, layout is good and I can select the sections which interest me and therefore manage the download size. As a consumer I also like that it is free.

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Newspapers

Publishing 2.0 – what newsagents need to know

New Journalism Review, courtesy of Media Guardian, reports some fascinating stats for newsagents who want to understand the implications for their businesses the more of readers online:

Monkey digital magazine is said to have 275,000 subscribers. Monkey is said to have cost £150,000 to set up compared to the £7m and £5m respectively for print titles Nuts and Zoo in the UK.

National Magazine Company in the UK, publisher of Cosmopolitan, Good Hosuekeeping and Men’s Health attracts over 4 million visitors a month to their websites.

The newsagent channel cannot deny that publishers are building new models online. Publishers won’t tell us because they need us to remain committed to print and to give their brands strong retail support. Once a tipping point is reached, and this could be many years in the future, print will not be viable and then we will realise the role we have played in facilitating a smooth transition.

I’m not upset with publishers. If I were them I would do the same. However, I would like more transparency from them about their medium to long term plans so that newsagents are more informed as they make capital investment decisions.

I am upset with newsagents and those who lead them for not being more proactive on the disruption to their businesses as a result of online and mobile technology.

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Media disruption

Impact of free newspapers on paid product

Given the anecdotal yet important evidence emerging from London about the impact of their free newspapers on paid circulation in that city, it would be appropriate for a study to be undertaken in Melbourne and Sydney to determine the impact of MX on paid sales – especially if rumors of extensions to the circulation reach in these cities are true.

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Newspapers

Adult magazine trash disappearing

penthouse.JPGThere is less adult magazine trash to clean up today compared to two or three years ago. By trash I mean plastic bags left from sealed magazines opened are read or stolen. While this could be due to browsers who open sealed adult magazines cleaning up their trash, It is more likely that there is less interest in these magazines. Sales in the category are down so it stands to reason that browsing is down. Theft too. The adult category is one where online is impacting sales, and trash. I know in my shop this category is browsed less frequently than I can recall in my last 11 years here.

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Media disruption

Microsoft to move advertising online

MeadiaPost has the story. Up for grabs is around US$1 billion in advertising. Microsoft says the bulk of that will move online by 2010. This is the hot story of the moment bouncing around marketing and media news sites this morning. As the MediaPost story says, Microsoft is following its consumers.

This is further evidence of the challenge to the traditional newsagency, a challenge which can be met through strategic and entrepreneurial business management.

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Media disruption

Full colour e-paper in two years?

Oliver Luft writing at journalism.co.uk seems to think so. He writes about colour e-paper Fujitsu previewed at a conference in London a couple of weeks ago.

Here we (newsagents) are fighting about who should sell newspapers, home delivery fees and all manner of print product issues and on the other side of the world attention is on the technology which could ultimately replace the print product.

If you’re coming late to the discussion on e-paper then check out the Wikipedia entry for homework.

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Media disruption

The impact of free newspapers

Project freesheet is an excellent website documenting the impact of free newspapers on the environment. Their goal is to collect and publish 1.5 million images of the impact of free. They chose 1.5 million because that’s the number of free newspapers given away each day around London.

News Ltd announced yesterday the launch of MX, their free daily, into the Brisbane market following success in Sydney and Melbourne.

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Uncategorized

A look into the future?

lottery-tesco.JPGHere’s what an instant lottery ticket dispensing unit looks like at the checkout counter of Tesco supermarkets in the UK. I expect that it’s this type of unit which Intralot would have placed at checkouts of Coles and Safeway if they will the instant ticket licence in Victoria.

Newsagents who do not want to see these units at supermarket checkout counters in Australia need to act now. The petition re the move by Greek company Intralot to setup in Victoria and partner with supermarkets is still live here. You have nothing to lose by letting your elected representatives know how you feel now.

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Lotteries

RSVP scam follow up

My blog post yesterday about how an affiliate marketing campaign run by Fairfax Digital chasing traffic for their RSVP site caused a stir.

Crikey.com.au picked up the story for their daily email bulletin and their website.

It was fascinating watching the quick disassembling of the RSVP affiliate campaign. It’s not easy and during the day one could see the retreat. The Google cache remains the only live online evidence I suspect that other affiliate campaigns purchased by Fairfax Digital were disassembled too as a result of our outing this affiliate marketing practice by Fairfax.

I received several calls including one from the CEO of Commission Monster. He said that what I reported was the action of a rogue affiliate, possible someone looking to commercially harm Commission Monster, and that as soon as they discovered this they took the campaign down. I don’t know if it was the action of a rogue affiliate and frankly I don’t care. Given the thousands of dollars Fairfax would have running in its RSVP affiliate campaigns with Commission Monster, both companies ought to know when a ‘rogue affiliate’ is at work or not. If they were concerned about such things they would have checks and balances in place to ensure that the scam I outed yesterday did not continue beyond a day. That it was running for at least two months demonstrates to the cynic in me that they were happy to turn a blind eye.

I suspect that RSVP suffers from a significant churn – hence the need for even dubious campaigns such as affiliate campaigns. Fairfax would know something about churns from their newspaper experience. They would also know about the need to engage in practices acceptable to the Audit Bureau. The scams used in some affiliate marketing campaigns ought to be enough to scare off any respectable company regardless of the new traffic generated.

It will be interesting to see how this issue plays out and whether I hear anything from Fairfax Digital.

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Online classifieds

UK visitor surprised at newsagent channel strength

We had a chap from a UK publishing company in our shop the other day and he commented at how robust the newsagency channel seemed in Australia compared to the UK. He lamented the loss of mid size shops like ours. I know from my recent trips to the UK that there is a huge difference from the top end WH Smith type stores to the 20,000+ high street newsagents which are barely existing as convenience stores.

The suppliers who rely on our strong channel would do well to travel to the UK and see what happens if you squeeze at the bottom end too much.

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Newsagency challenges