Art Therapy update for newsagents
Here is an update from within Gordon and Gotch late yesterday about the Art Therapy partwork:
Part 2 stock was based on their retention curve (the curve of the publisher) but due to the early sales data we presented last week to the publisher they are air-freighting some more stock from the UK today of Part 2 that we need to finish before sending out to cover any back-orders. The publisher has just confirmed to bring forward part 3 supply to next week and we have also managed to secure a bit more additional stock for this issue. We will send a further newsagent update by the end of the week.
The supply situation newsagents are experiencing with this title are a function of supply decisions by the publisher. I feel for the folks at Gotch as they are the servant of the publisher.
To those newsagents complaining about supply – there is nothing new here. We have seen it for years – an amazingly successful partwork for which we cannot get enough stock and where supply drops dramatically as we get deeper into the series. We have to manage the opportunity expecting this, making the most of what we can. This is why I said I think newsagents early returning part one were nuts because they missed the opportunity of leveraging that traffic into other products.
Art Therapy partwork supply update for newsagents
Talking with a manager at Gordon and Gotch yesterday about the status of supply of the popular Art Therapy partwork following a query I received on behalf of a newsXpress member. Here is their update:
As expected this will be a sell out as EDI sales to date are higher than anything I have seen in partworks.
As of yesterday the store had sold 6 out of 10 and we have been topping up sell-out stores over the last two days and have exhausted all stock in Qld.
We are moving some additional stock overnight from NSW and are actioning EDI stores first. [REMOVED] should get picked up from this but again the stock is very limited.
We are speaking to the publisher about moving Part 2 on-sale earlier due to the demand and as soon as a decision is made will communicate to all stores.
I hope this response from Gotch, which I share with permission, is helpful to other newsagents.
It is good to see the TV commercial running in high rotation – going newsagents an strong reason to ensure the title is displayed at the front of the shop, next to the broader adult colouring range in-store.
Launching the Art Therapy partwork in the newsagency
Here is how we are launching the Art Therapy partwork at Knox today. We have located the floor display unit next to the colouring book ‘department’ – with 22 adult colouring titles – that has been moved to the lease line, facing into the busy shopping mall.
We also have stock of Art Therapy located near art titles further into the business. Plus we are promoting the launch online to people mobile nearby.
With adult colouring titles everywhere, range is key – hence our placement of the best range in the centre at the front of the business and a secondary display deeper inside.
Another poster for promoting adult colouring partwork
Here is art for another poster newsagents can use to promote the adult colouring partwork that launches Monday. I have the poster courtesy of Gordon and Gotch.
I suggest newsagents remove the website address at the bottom as anyone going there is encouraged to bypass newsagents and subscribe.
Right click on the image to download a copy to your computer for your own use.
New Build A Precision Mechanical Solar System partwork on the way
I saw this in a WH Smith in London today, the launch issue (a re-launch actually as this has been out before I’m told) of Build A Precision Mechanical Solar System, a new partwork. The first issue here is 99p – A$2.18 on the current exchange rate. I expect we will see it in Australia sometime. It would sell well. Merchandising issue 1 would be easy as it is less bulky that other partworks.
Treasures of the Earth expensive in Australia?
Last week I saw Treasurers of the earth on sale for the equivalent of 70% of the cover price charged in Australia. The price difference leaves me wondering where the costs are in Australia compared to elsewhere? Is it the magazine distribution model, the newsagent margin? Regardless, we look expensive for partworks as it was not only Treasurers of the earth for which I noticed this price difference.
Here’s the new adult colouring partwork set for newsagents
I have been sent the first three issues of Art Therapy, the partwork set to be launched in September – being distributed by Gordon and Gotch.
The launch and accompanying TV advertising will refresh interest in this space and, I suspect propel interest through to Christmas.
Smart newsagents will ensure they have good stock of books, pencils, pens, erasers and other products to sell to this shopper as the opportunity is considerable outside the magazine space. The partwork launch is an excellent opportunity for us.
Sunday newsagency marketing tip: use TV advertising
Partwork launches provide us the best opportunity to drive traffic yet many newsagents ignore this, preferring to complain about the margin rather than considering the value of the bigger picture. Most partwork launches in Australian are supported with a high rotation TV ad, often on free to in prime time. Here is how we leverage these:
- Placement of the launch issue so people outside the shop can see it.
- Talking about the launch on our business Facebook page prior to launch.
- Talking about the launch issue immediately it is in stock and through the two week launch on-sale.
- Using other social media to leverage the launch TV for our business.
- Emailing all customers through the Pacific Magazines nexus program or directly to promote the launch.
A comprehensive co-ordinated approach is key to enjoying the most success possible from apart works launch.
With hundreds of thousands spent on a launch it makes sense to me that we ride the back of this to drive traffic with the goal of that new traffic seeing what else we sell.
Checking out the new Art Therapy partwork
I got to see issue #17 of Art Therapy, the partwork from Hachette that will be distributed in Australia soon. I am surprised they are up to issue #17 in the UK. based on art therapy product sales I would have preferred to have had this title two months ago. I am sure it will sell well in Australia if we get it soon.
Promoting the 3D printer partwork in the newsagency
We have shifted our promotion of the Build Your Own 3D Printer partwork to behind the counter. Here’s the terrific – you can;t miss it – display by our creative team. This behind the counter space can work well for us. That is what we are chasing here. We will know how it works by the end of the weekend.
Supporting the 3D Create and Print partwork launch
We are promoting the 3D Create and Print partwork launch with this display on the lease line, facing into the mall.
The display is capped with a 3D printer provided by the publisher through Gordon and Gotch as part of a newsXpress promotion for this launch. The items in the front of the were created in-store using the printer.
The 3D printer and the printed items add good theatre to support the launch.
This partwork launch is an excellent opportunity for our channel to connect with 3D printing, making is more relevant to those into this as a hobbyist. I am running a facebook promotion to reach way outside the shop to attract shoppers who could be interested in 3D printing and locking in for this series.
I appreciate there are challenges with partwork supply. Almost every time I track this down the source of the problem is the publisher and not the distributor.
I remain a supporter of partworks in part because of the traffic they generate through TV and other campaigns.
The monthly partworks shopper valuable for the newsagency
We have a number of partworks customers who shop with us monthly we don’t mind as they pay for new parts as they arrive by credit card. The monthly visit is to collect issues we have for them. If they skip a month it’s okay as we have been paid.
With more newsagents pulling out of partworks we are finding more customers prepared to drive a distance to collect series they are passionate about.
Serving this customer is all about making it easy for them. This includes easy payment, clean storage, good communication on arrivals and chasing issues which may have been missed.
With partworks customers more valuable for other purchases compared to regular magazine customers, these are services we are happy to provide.
Marvel Chess partworks continues to drive terrific traffic
Customer loyalty to the Marvel Chess part series remains strong. I think this has something to do with the size of the parts – it is easier to collect from a newsagency than from a Post Office or to risk damage in the post. Supply is reliable – enabling us to serve needs.
A recent check of basket efficiency indicates that partworks customers are the most valuable we have out of all magazine customers. This efficiency – based on other items purchased with partworks, – is one reason I remain committed to partworks.
Newsagents appreciate being given an opportunity to set partworks supply
Kudos to Network for the opportunity to set supply quantities for a recent partworks. Their early communication of the opportunity helps drive engagement and this drives sales. Maybe I missed it but I have not seen Gotch provide the opportunity to set supply for the launch of Build The Mallard and today on Twitter they promoted the launch for Monday. With train titles popular in newsagencies it should do well. However, with supply of partworks regularly inconsistent I expect many will groan at a new title.
Australian newsagents are not the only ones dealing with the relaunch of Precious Gems
Partwork Precious Rocks, Gems & Minerals was reissued in the UK in January as In Publishing reported recently. With the last go round finishing quite recently I can understand Aussie newsagents are angry at reissue here so soon.
There are space issues with many additional demands on space already confronting newsagents and challenging our focus.
The other issue is returns. I’d urge newsagents who have received excessive stock to demand the publisher fund freighting returns. It’s not your problem.
We should have been given the opportunity to opt in on this.
Pre-selling Star wars partwork launch
We are taking orders for part one of the new Star wars partwork which launches next week. We are also using Facebook to promote its imminent arrival.
Star Wars is a massive franchise and this year is a big year. Promoting the partwork fits with the Star Wars products we sell. What we are doing here is an example of how we can leverage a low margin high traffic product to be more valuable for us. Doing this starts with our buying. The pre sell gets commitment locked in.
Sunday newsagency marketing tip: use dead space for marketing
Newsagencies have dead space that is often not used where you can draw attention to products and drive shopper engagement by investing a few minutes of time. Take Something Sweet, the new partwork launched this past week. We ran a strip of the first issue on the floor in one of our magazine aisles. It used space which is never used, cheap space down low where people often don;t look. Shoppers noticed, sales engaged and we’re on track to sell out of part one easily – moving 120 copies and probably more.
the space cost us nothing and the placement was done in under two minutes. It made a difference in the aisle, drove sales and leveraged a good looking product which is being advertised on TV right now.
This is an example of no-cost marketing we can undertake to drive basket depth – drive additional purchases from shoppers in-store. Try it … it works.
Pushing Something Sweet partworks launch issue
My issues with the use of the N logo aside, we are promoting the launch issue of the Something Sweet part series on the lease line as a traffic driver for us.
The floor display unit is terrific – nice and strong and well branded. We expect to sell 120 copies of the launch issue and achieve additional sales to people attracted to the shop as a result of the new traffic.