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

We saved your business. If it wasn’t for us, you’d have been closed during Covid

This was the pitch put to me aggressively today by a sales person representing a fledgling body that claims to be a national association.

I think they were aggressive because I said no thanks to their email pitch, which came after an unscheduled visit to one of my shops.

The sales person really did say

We saved your business. If it wasn’t for us, you’d have been closed during Covid.

They said it was their lobbying that got newsagents declared essential.

The claim denies the work done by ALNA and many many others, including me. I lobbied state and federal ministers, but I claim no success for newsagents being declared essential. I ultimately think it was the lobbying of the newspaper publishers who had the biggest sway.

While the emotive claim, We saved your business. If it wasn’t for us, you’d have been closed during Covid, was sales bluster, it was offensive and inaccurate. That it was said shames the organisation this person represents.

The sales pitch was not only wilfully ignorant in my opinion, it felt scammy, claims of benefits without evidence supporting the claims. For example, there was a claim about eftpos fees. No details provided. rather, an ignorant request – Please send me a copy of your merchant agreement and I will organise a comparison report for you.

If I was running an association, I’d focus on representative related outcomes, like commission on magazines, newspapers and lotteries. Focussing on commercial deals, like eftpos, is what marketing groups do. As my own group, newsXpress,  has pitched, it introduced least cost routing to the channel years ago and saves an average newsagency thousands a year.

But, hey, this person can pitch what they like I guess. The only explanation I can come up with for their pressure driven approach is if they are on commission. I don’t know how they are paid. I hope commission is not involved as I don’t think associations would be well served being represented by commission sales reps.

How people sell is a reflection on their organisation, as history has shown in the Australian newsagency channel. The issue for me is the cost to people who may be duped along the way.

I am not naming the person or group they represent here because I don’t want them suing me.

I have written this blog post to warn newsagents to ask for evidence when any sales person makes a claim, and only accept claims for which they have and share this evidence, and to know that a claim to have saved the channel through Covid is false and misleading.

On the matter of saving businesses: newsagents saved their businesses during Covid, by serving their local communities.

18 likes
Ethics

Is the job market situation easing? No.

We advertised on seek Thursday for new casual retail team members and within 24 hours has received 40 applications with 12 of those being what I’d call excellent.

I’ve not seen those stats for over a year.

So, this experience feels to me like there may be an easing of the labour shortage.

Some factors may have helped, I made it clear the pay rate was above the award, that we would provide a travel allowance and that there was an opportunity to transition to full time.

On the 12 I mentioned above, all have current retail experience, which particularly interested me, and it makes me wonder if it’s the opportunity for above the aware that gets people looking. If so, it’s the free market at work. I do think we are at a moment in time where paying above the award is what we have to do if we want to attract above average people as the award is designed as a benchmark for average, some may even say below average since it’s the minimum one can pay in a designated role.

Now, I say the job market is not easing because people are behaving differently. Three times recently we have hired people at 10% above the award plus a travel reimbursement only to have them not turn up for their shift, and not return calls.

I have several businesses and what I describe above is only occurring in retail.

3 likes
Newsagency management

A card could be the best gift for a teacher

Teachers I know joke about the gifts they receive. There’s the cupboard of mugs that say Best Teacher, the apple themed dust collectors and plenty more. Many of the teacher-specific gifts pitched by suppliers are not gifts teachers like.

Teachers I talk to tell me the gift they love above everything else is the card with a note of appreciation and maybe some words about the difference they have made in a young life. One teacher told me this week they keep all the cards they receive and it’s something they love to do – looking back on the cards received over the years.

This is one of the reasons we pitch teacher cards early and consistently. We encourage our customers to share wonderful words teachers will cherish into the future.

You’re unlikely to find teacher cards in supermarket ranges of Christmas cards. It’s a caption of difference for us, something worth pitching.

If we want to grow card sales, shining a light on captions of difference matters.

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Greeting Cards

Strong early Christmas card sales

On the back of early strong boxed Christmas card sales, I am seeing strong early single card sales, and by strong, I mean up on last year and up on pre-Covid 2019.

While the sample dataset is small and confined to capital city situations, it is enough to say that there are shoppers out there buying Christmas cards already.

I mention it this morning to remind newsagents that if you have the stock, put it out now if you can make the room.

Here is what we have done in one of my shops. It’s an integrated display representing two brands, with space allocated 50/50, and delivering a wonderfully diverse range of captions.

Now, of course, the success of Christmas can only be reported once the season is done and we have data for a better sample size – 120 or more stores in a diverse mix of situations. But right now, I’m happy with what I am seeing.

What’s interesting is that we are out early. The supermarkets, post offices and even card shops nearby don’t have Christmas out.

3 likes
Greeting Cards

Since some in the newsagency channel love a good rumour …

The 7 year lease of my Westfield Knox shop ended in June last year. I had provided the landlord written notice back in late 2019 that we did not want a new lease as our retail focus had shifted to the high street, with terrific success.

They asked us to stay on for just over a year, and we agreed. The new terms we negotiated were excellent.

That lease extension is up at the end of this year. This coincides with the timing of works relating to the long-planned redevelopment of our end of the centre.

They offered an attractive new lease in a new location, which I declined. As I have written here previously, life on the high street is terrific.

Thursday, we started the process of selling down stock at the Westfield Knox store, so we can have an empty shell by Christmas.

We have enjoyed our time at Knox. It’s been a good centre to be part of. Today, however, our focus has shifted and is elsewhere. We are grateful to be leaving in a planned, structured way, and to have the next couple of months to say goodbye to long term customers.

Given that this was a newsXpress corporate store, I didn’t want or seek to sell the business as there is too much IP embedded in it.

Westfield Knox is an opportunity for a newsagent. The Nextra store that was at Knox closed years ago and transformed to a lottery kiosk. I know the landlord is keen to find a good newsagency operator to serve in the centre.

4 likes
Newsagency management

Saturday papers in Melbourne impacted by weather related power outage

News Corp has provided this update to newsagents this morning:

Further to our earlier communication, due to a power outage at our print site caused by severe weather, today’s newspaper deliveries to all areas of Victoria will be delayed by up to 4 hours.

The Weekend Australian will be delivered separately, either this afternoon or tomorrow.

Hazardous conditions exist in many locations. In some cases, delivery may not be possible.

Please let your customers and staff know, and convey our apologies.

The safety of everyone engaged for and on behalf of News Corp Australia in producing and delivering our products is our main priority.

Where relevant, a reminder to always exercise caution whilst performing deliveries and to ensure that you never enter flooded roads.

Should you have any questions, please contact News Retail Support (before 11:30am), your Area Logistics Manager or Area Sales Manager to discuss further.

And an update at 10:23am:

22 October 2022

Update #2: Major delay to today’s paper deliveries

Dear Newsagent/Retailer,

Further to our earlier communication, delivery of the Herald Sun is now well advanced and continuing, where safe to do so.

Due to the significantly later production time,The Weekend Australian will now be delivered tomorrow.

Please let your customers and staff know, and convey our apologies.

Should you have any questions, please contact News Retail Support (before 11:30am), your Area Logistics Manager or Area Sales Manager to discuss further.

Kind Regards,

News Corp Australia

1 likes
Newspapers

News Corp advises Vic. newsagents of possible delays Wednesday due to the budget

Sent out yesterday:

21 October 2022,

Federal Budget – delay in newspaper deliveries, Wednesday 26 October editions

Dear Newsagent / Retailer,

News Corp Australia is committed to ensuring readers have comprehensive coverage and analysis of the Federal Budget this Tuesday evening.

Therefore, in order to accommodate the interest of our readers, supplies will be increased where applicable, and editorial deadlines for all major metropolitan mastheads will be pushed back on Tuesday night.

As a result, we anticipate delays of up to 60 minutes for all Wednesday 26 October editions.

We apologise for any inconvenience this causes and thank you in advance for your support.

Kind Regards,

News Corp Australia

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Newspapers

Terrific update from News Corp to SA newsagents on new printing press

Sent out yesterday:

21 October 2022

Adelaide Print Centre – New Printing Press

Dear Newsagent/Retailer,

News Corp Australia is pleased to advise that from next week we enter a new and exciting phase in the production of newspapers at the Adelaide Print Centre.

A multi-million dollar investment has been made to upgrade the printing and publishing assets, ultimately improving the quality and sustainability of our print products into the future.

The current equipment is 30 years old. Ageing equipment can contribute to the frequency of equipment failure, which in-turn can result in delays in getting product to market.

The new Adelaide press and publishing equipment refurbishment will help future-proof our South Australian operations, minimising the risk associated with mechanical and electrical breakdowns.

As with any new machinery, the introduction of this equipment may have some impact on normal operations throughout the commissioning period.

We have put in place contingency measures to reduce possible impacts on delivery arrival times, including adding extra trucks and personnel.

If you have any questions, please contact your usual News Corp Australia representative.

Kind Regards,

News Corp Australia

0 likes
Newspapers

Scots College students accused of using counterfeit $50 notes

news.com.au reports:

Scots College students allegedly use counterfeit cash at Double Bay shops
Students from an expensive Sydney private school have landed in hot water after a shop owner accused them of a low act.
Christopher Harris
October 20, 2022 – 7:08AM

Students from one of Sydney’s most expensive private schools have been caught on camera using counterfeit $50 notes in a bid to swindle an eastern suburbs newsagent out of $100.
Despite initially getting away with the alleged crime at Double Bay Newsagency, one student from the $40,000 a year Scots College returned just two days later in a bid to try the same scam again, Daily Telegraph reported.

Video of the original alleged fraud shows three students at the counter of the newsagency as one buys a pen. A second student in a blue shirt asks to swap four $50 notes for two $100 notes and appears nervous as he fumbles in his wallet for the cash.

Nine news also covered the story:

Some mentions of the story label it a prank while others label it a serious crime.

If I had evidence of anyone passing counterfeit currency in my shop, I’d report it to the police with the expectation of a thorough investigation and charges brought based on evidence, regardless of their social connections or the school they attend if they are a student.

6 likes
Ethics

Unfortunate coverage by the ABC of the Nine Media decision on newspapers in Tasmania

The ABC yesterday reported that Nine Media will review the decision to stop same day access to print editions of The Australian Financial Review and The Age in Tasmania.

However later on Wednesday, Australian Lottery and Newsagent Association (ALNA) chief executive Ben Kearney said he had been contacted by Nine and told the decision was under review.

He said no timeline was given, and the original intention may still stand.

“They’re going to look at that decision and consider some of the other options that might be available, so certainly from our point of view that’s really good news, that’s what we’ve asked for,” he said.

A couple of points in the ABC article have me scratching my head.

Newsagency co-owner Teresa Sturzaker said her Hobart business would take a financial hit if the original decision went ahead.

“The direct hit is a $25,000 profit per annum, so it’s about $2,000 a month that we’ll lose straight off the top starting,” she told ABC Radio Hobart.

The $2,000 a month figure from The Age and the AFR seems high. It equals $8,000 a month in sales of these 2 titles in one business. If that’s what they do, it’s awesome. But if that’s what they do I’d have thought Nine Media would have a plan B for them. If it’s a distribution business, based on what Nine and News have been doing around Australia it is only a matter of time before it is taken from the newsagent and managed through one of the new publisher distribution partners.

Launceston newsagent Garry Matthews said he would lose a lot more than just newspaper sales.

“Probably across the board, you’re not going to attract your general walk-ins anymore,” he said.

“If they no longer can come in and buy a paper and a cordial … it just means there’s one good reason why they don’t come.”

“It’s pretty sad that a big company like Nine should really care very little about Tasmania.”

Any newsagent running a retail business built and relying on shoppers coming in to buy a paper and a cordial is doomed. Supermarkets and convenience stores own that business. Over the counter purchase of newspapers has been in steady and predictable decline for 15 years. While there is an occasional bump because of a news story, the downward trajectory is set.

Smart newsagents years ago started attracting shoppers for other reasons. In know newsagents in rural and regional Australia, in small towns, that are thriving because they made this shift. Sure, they still sell papers, but they do not rely on them.

The report by the ABC yesterday plays in to an old and out of date narrative that does not serve the newsagency channel well. It makes our businesses look out of date. It does not reflect accurate reporting. The ABC should do better on this.

What people read in The Age and AFR is old news. The opinions that pack their pages are old, too. How people access this has fundamentally changed forever. There is no going back.

What News Corp. and Nine Media are focussed on right now is to achieve the best landing for their businesses, for their shareholders, and that does not include sustaining print forever. If you are a shareholder in either or both you’d want them to maximise profit as that sets your return. If print editions in Tasmania are loss making, you’d want them cut regardless of an emotive story from newsagents.

I get that it will be unpopular to call out the quotes from newsagents as I have done. We owe each other the truth. The truth is, print newspapers are in decline. The publishers have demonstrated this to us through their decisions over the years.

More fool any newsagent who expects the publishers to put newsagent needs ahead of the needs of their shareholders. Publishers have only one legal obligation, and that is to their shareholders. Any emotive argument to the contrary will fail.

My advice to newsagents for years has been and is today:

  • Choose to be a retailer, not an agent. the two are quite different. One makes you the driver of your success while the other tethers you to the success of others.
  • Chase new traffic every day. The more reasons for which you attract shoppers, the more sustainable your business.
  • Convenience is not a future for indie retailers like newsagents. Convenience retail in Australia is owned by big businesses with deep pockets, which which you cannot compete.
  • Don’t be your barrier to success. Too often I see local small business retailers decide against something for their business that will work.
  • Size doesn’t matter. Some of the most successful newsagency businesses in Australia today are small. Size is irrelevant.
  • Location dosen’t matter. Some of the most successful newsagencies in Australia are regional and rural.
  • The shingle doesn’t matter. The newsagency shingle is irrelevant to what you can achieve.
  • Only you can save you. No supplier, no association can save your business, only you can.
  • Make every day your pay day. The value of your business today is what you make today, not what you dream of selling it for in the future. Make every decision on that basis.

There is upside for our channel, plenty of good news. I talked about this recently when sharing the results of a traditional newsagency that I am fortunate to be helping to evolve: https://vimeo.com/756607390 I know of many success stories of growth and profit in our channel, in businesses that sell newspapers, but which to not rely on newspapers.

22 likes
Newsagency challenges

Zip costs rise for retailers

Zip sent out a notice to retailers yesterday about a 10% increase in the cost of Zip as a payment option for retailers.

For what it’s worth, I think advising customers the cost of payment platforms like Zip and Afterpay is worthwhile in helping customers understand the costs of business.

I was in a shop a few months ago where a customer making a $300 purchase and using Afterpay to pay was yelling, yes, yelling, as the sales associate demanding a discount. Customers don’t see the cost of business sometimes. In this situation I saw, the customer may have been calmer had they understood their payment method off choice cost the business a decent chunk.

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Newsagency management

Newsagents appear to lose out in another association turf war

Have newsagents not learnt? The failure to create a single national, newsagent controlled, industry association for decades has left newsagents weak and fighting with each other at critical times.

In my opinion, weakness failed newsagents in negotiating terms of government encouraged deregulation with newspaper and magazine publishers in the 1990s, the deconstruction of the newspaper home delivery by newsagents over the last 10 years, lottery commission terms and more.

The disorganisation of newsagents representatively, led, I think, by the egos of a few in leadership roles over the years, but not all in those roles, has seen newsagents weakened through critical changes in and to their businesses.

The latest turf war flows from the reported involvement of The Lottery Corporation (theLott and formerly Tatts etc) and their engagement with the National Retail Association. The Australian has the story:

Newsagents claim they have been covertly signed up to National Retail Association
EXCLUSIVE
ELI GREENBLAT
SENIOR BUSINESS REPORTER
@EliGreenblat

4:35PM OCTOBER 13, 2022
The industry body representing some 4000 newsagents has denounced the National Retail Association for allegedly forcing franchisees to become members.

In an email to its members obtained by The Australian, the Newsagents Association of NSW and the ACT accused the NRA and the ASX-listed Lottery Corporation of trashing individual freedoms and the right to the freedom of association by dragooning newsagents and sellers of lottery tickets into its grouping.

“National Retail Association and … Lottery Corporation demonstrate how they are prepared to ignore your fundamental rights to freedom of association – their arrogance is contemptible,” the email reads. “You shouldn’t have to opt out of something you never asked or gave permission for.”

The Newsagents Association said the NRA would seek to advocate on their behalf but could be compromised in any dispute between Lottery Corp and newsagents as a senior executive of sat on the NRA board as a director.

The article is odd in that it appears to have come from the ‘Newsagent Association’ side but it does not make clear which association. It quotes Ian Booth as the secretary. Booth is secretary of NANA a NSW/ACT association, and he is a Director of Newspower. The article says The industry body representing some 4000 newsagents has denounced the National Retail Association for allegedly forcing franchisees to become members. I don’t think NANA has anything close to 4,000 members, not even 2,000.

ALNA, the national association probably has more, but I suspect not 4,000 newsagent members. There aren’t 4,000 newsagency businesses in Australia.

Then there is NLNA, the Victorian led and run group that claims to be a national association. I doubt they have 4,000 members.

So, a fact check by the journalist at The Australian could have helped create a more useful and, maybe, accurate article.

While the article does reveal a relationship between The Lottery Corporation and the National Retail Association that I think could concern newsagents with lotteries, its usefulness in shining a light on the issue is diminished by an apparent lack of basic fact checking, which brings me to the reason I am writing this.

Unless newsagents sort our their representative mess and bring ALNA, NLNA, VANA, NANA any any other NA under one banner with one national focus they will continue to lose out, and by they, I mean individual newsagents. And in my opinion, ALNA has the national representation runs on the board over many years.

To me, unless I am missing something, this story in The Australian reflects continuation of the failure if strong representation of newsagents, a failure that has let down too many local small business retailers.

Oh, and as for the National Retail Association, I have read what they offer and I don’t see any value whatsoever there for local independent newsagents, I don’t see the need of their current membership mix aligning with those of local independent newsagents. To me, that’s a more interesting story – why try and group newsagents with the NRA group? Who wins?

Footnote: there is a reason newsagents do not engage with their various associations in meaningful numbers.

15 likes
Newsagent representation

More News Corp advice for Vic. newsagents on weather impacts

This was sent to newsagents early this afternoon.

14 October 2022

Ongoing weather impacts in Victoria

Dear Newsagent/Retailer,

As a result of recent extreme weather conditions in Victoria delivery of newspapers into some areas was not possible today. Some other areas received delivery later than usual.

The safety of everyone engaged for and on behalf of News Corp Australia in producing and delivering our products is our main priority.

Hazardous conditions remain as floodwaters continue to rise in many locations. Fallen trees and damaged roads also present a serious risk.

The situation will continue to change over coming days and this may impact newspaper readers. Where possible we will update you directly if required, and as conditions change.

Your deliveries may arrive later than normal and in some cases delivery will not be possible. Please advise your staff and customers accordingly, and convey our apologies.

Where relevant, a reminder to always exercise caution whilst performing deliveries and to ensure that you never enter flooded roads.

For the latest flood and weather warnings see www.bom.gov.au/vic/warnings/ and https://emergency.vic.gov.au/respond/ along with advice from your local authorities.

If you have any concerns on this matter, please don’t hesitate to contact News Retail Support, your Area Logistics Manager or Area Sales Manager to discuss further.

Kind Regards,

News Corp Australia

1 likes
Newspapers

Selling outside your newsagency – a free workshop for newsagents about online, how to, where to and when to

Join me online for a free workshop this Monday, October 17, at 10:30am Melbourne time in which I will explore with you how, when and where to sell to people who will never shop in your shop.

I will share experiences:

  • Selling interstate.
  • Selling overseas.
  • Dealing with fraud.
  • Packing and shipping.
  • How to sell what you don’t have in your shop.
  • Pre-selling.
  • Payment methods.
  • Marketing, including Google image advertising.

I will also cover factors that may mean online is not for you.

In addition to the group websites my business has created for retailers in the newsXpress marketing group, I have single-store online shops connected to three of my retail businesses, each in a specialty niche, each attracting good business. I’ll take you under the hood to see what that looks like and explain how any retailer can do this.

This is not a sales or marketing event. It is pure business advice you can go use any time that suits.

https://us06web.zoom.us/j/86896859959?pwd=aFdTdGNuSXZvOUxuL1pFUWpya0FzQT09
Meeting ID: 868 9685 9959 Passcode: 877510

Online is here to stay, and sales from online are growing. My goal with this session is to provide information so you can make informed decisions about online.

While the session will be recorded, I will decide after the event whether I release it.

3 likes
Newsagency management

Good comms from News Corp in Vic. re possible weather impact to newspaper deliveries

News Corp sent this to VIC newsagents this afternoon:

13 October 2022

Weather impacts on Friday’s newspapers in Victoria

Dear Newsagent/Retailer,

As you are aware, there continues to be severe weather conditions across most of Victoria, resulting in flooding and a large number of road closures.

This may impact readers of tomorrow’s newspapers.

Your deliveries may arrive later than normal. Please advise your staff and customers accordingly, and convey our apologies.

The safety of everyone engaged for and on behalf of News Corp Australia in producing and delivering our products is our main priority.

Where relevant, a reminder to always exercise caution whilst performing deliveries and to ensure that you never enter flooded roads.

For the latest flood and weather warnings see www.bom.gov.au/vic/warnings/ and https://emergency.vic.gov.au/respond/ along with advice from your local authorities.

If you have any concerns on this matter, please don’t hesitate to contact News Retail Support, your Area Logistics Manager or Area Sales Manager to discuss further.

Kind Regards,

News Corp Australia

4 likes
Newspapers

Moving away from a notebook, to reMarkable

For many years I have used a notebook for my daily ToDo list and for making notes through the day while on calls or in meetings.

A year ago, I moved to the paperless reMarkable, a tablet-size piece of tech that feels like paper when you write, bit is cloud-enabled providing more facilities than you get from writing in a notebook.

At the time of the move I figured it would be fun to play with new tech – who doesn’t like a cool gadget?! I figured I’d go back to pen and paper, because that’s what I have done when I have tried other tech solutions in this space. But, here I am, a year later, using my reMarkable every day without fail. I’ve not used a notebook or journal since.

I like that I can write in my own hand, and draw as appropriate, and that what I write on the reMarkable paper-like screen, is digitised, stored and searchable.

I mention this today because the move sees me spending less money on notebooks, and pen refills. I suspect this trend will gather pace as tech is used more to enable collaboration when people are not in front of each other. This all plays out into the type of stationery we sell in our newsagency shops.

For anyone interested, here is a video of the reMarkable device.

FYI I have no commercial connection with the reMarkable company or its products whatsoever. I’m an everyday customer in love with this product.

5 likes
Stationery

Interest in the Queen has faded

If magazine sales are anything to go by, interest in the Queen has faded. While coin and higher-end collectible sales remain strong, in the magazine space, a cover of the Queen is not driving sales like it did a few weeks ago.

I expected some of the collector one-shots may have still been selling well today, but they are not based on data I have seen from a range of newsagency businesses, city and country. large and small.

I mention it because it was on my mind yesterday, considering space allocation in-store. For something like this, a one-off news story phenomenon, I think it’s better for us to call time on space allocation rather than waiting for suppliers to make that decision. We are paying for the space after all.

5 likes
magazines

The challenge of illicit tobacco in Australia

Talking with a newsagent the other day I was surprised at the extent of illicit tobacco products available at retail, impacting sales of those with legal tobacco products.

I mentioned this to someone outside our channel but who has tobacco products and they said the illicit route was the only way to make money. Hmm…

The ATO provides a pathway for reporting illicit tobacco: making a tip off.

How to report

It only takes a few minutes to make a tip-off and you can remain anonymous. If you know or suspect phoenix, tax evasion or shadow economy activity report it by:

  • completing the tip-off form (the form is also available in the Help & support section in the ATO app)
  • phoning us on 1800 060 062
  • lodging an unpaid super enquiry about your employer (but not about another business)
  • writing to us – mark all letters ‘in confidence’ and post to

    Australian Taxation Office
    Tax Integrity Centre
    Locked Bag 6050
    DANDENONG  VIC  3175

If you prefer to speak to us in a language other than English, phone the Translating and Interpreting Service (TIS) on 13 14 50 for help with your call.

Tax professionals can provide information by calling 13 72 86 (Fast Key Code 3 4).

Remember to make note of the reference number when you submit your tip-off form. You will need to quote it if you want to add any information later. You can make a tip-off in other languages.

There is also this infographic at the ATO website:

I understand the frustration some feel at time spent making reports like these. The thing is, the more reports the greater the engagement by those in a position to enforce. That’s got to be the hope at least.

Footnote: I haven’t sold tobacco products in my shops since 1997 when we quit cigarettes too create a more family-focussed shop.

12 likes
Ethics

Don’t get in the way of what people want – management advice for newsagents

In business I often see retailers get in the way of shoppers through shop floor placement, product ranging decisions and other moves. I see it online, too, and online is what I want to talk about today …

Too often, small business build a website for their business that is niche-focussed, and they steadfastly stay within the niche, missing opportunities to win sales to people looking for other items.

For sure, it is vital that a website have a USP (unique selling proposition), a focus. But, it is equally vital, and valuable, that a website for a local retail business, like a newsagency, offers other products. It could be the other products that surprise you with results.

In one of my shops, the smallest shop I have, we have a niche website focussed on Christmas ornaments. We have other products there though, non-Christmas products. we put them there over a year ago, and they tick along.

One of the ranges we put there was Giving Plates and it is this range I want to discuss here today. Over the months we have climbed the Google rankings for Giving Plates. Today, we are #1 for a giving plate search. A consequence of this is, for example, is $300 in sales of these over this weekend.

The focus of our website on Christmas ornaments remains, and it ranks very well with Google for that focus. The other products we have added to the website, the products outside the core focus of the website, benefit from its position, and this is where real value is achieved for the business.

If we kept the website to its niche focus, we’d miss these other sales. Not stocking these non niche or core products online would, in my view, be us blocking certain revenue, bankable value for the business. In dollar terms, we’d miss $50,000+ a year in sales. I say we’d miss them because almost none of the people who shop with us online come into our shop.

Online is brutal, fast and valuable. It’s critical we embrace it and do so is a way that does not block what we could achieve for the business.

Did we think the Giving Plates would sell online? No, not really. We thought people would prefer to see them min person and that they would be nervous about having them posted. Both assumptions were wrong. The good thing for us was that even though we thought we knew how people would react, it did not stop us allowing people to show us how they would actually react.

It’s wonderful empowering shoppers to do what they want. It is through their freedom that we can learn more about what we and our businesses can achieve.

So, what does this mean? If your website sells books, put other items on there. If it sells baby products, put other items on there. see what I mean. You can do this in a way that does not distract from the core focus of your website.

17 likes
Management tip

A closed New York newsstand offers a beginnings of Covid snapshot of magazine covers

Fascinating …

4 likes
Social responsibility

News Corp provides South Australian distribution newsagents with rubber bands

News Corp is installing a new printer in South Australia and to provide a plan B in case there is an issue connecting their flat wrap machine to this for home delivery newspaper preparation, they have advised distribution newsagents they are providing them with rubber bands.

APC – Contingency Rubber Bands

7 October 2022

To all SA Distributors,

As discussed with your ALM, you will receive a quantity of rubber bands with your Newspaper delivery in the coming week – enough to cover you for 1 week of banding home delivery papers should an emergency contingency be required for wrapping and delivery of newspapers.

If you don’t receive these rubber bands, or if you have any questions regarding this please contact your ALM.

Regards,

Senior Area Logistics Manager – SA
News Corp Australia

On the one hand, I thought rubber bands, what?! but then I thought it’s good they have a backup option in case there is an issue with flat wrapping for a time.

6 likes
Newspapers
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Fairfax changes approach to TV Guide, disrespects newsagents

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