After coming back fresh from the ACP Connections conference and being told how important the Newsagency channel is to them, its disappointing to see magshop being able to sell a 12 month subscription of the new BBC Good Food magazine for just $39.95 with an additional free apron.
As somehow the 12 month subscription is only for 11 issues that makes it in total 89 cents under cost price(11x$4.95 being $54.45 and 75% of that being $40.84). I can't believe that they can be doing this without additional discounting from ACP.
How important are we meant to feel now?
August 18, 2008
August 14, 2008
Connections conference
I have just made it through most of the ACP connections conference held today in Melbourne and it has been pretty interesting.
The focus though of course is on retail agents. So how much benefit is there for a distribution agency?
If you are asking yourself that question then ask yourself these questions. What makes my sub-agents different to a retail newsagency and am I utilising my sub-agents as effectively as I can?
Our sub-agents in general offer popular impulse titles. The ability to purchase magazines with their lunch or snacks or shopping is a convenience, and a way for our sub-agents to increase their customers basket size. The convenience and additional service is what keeps their regulars coming back.
So though we don't have direct control over the display space, or a market for a broader range of niche titles if you have developed good relationships with your sub-agents then developing good promotional plans together of value to both sides should be achievable. The display set-ups and other tactics used by a retail newsagencys should be very helpful in creating attractive profitable displays in even the smallest deli's and snack bars. Its a must if you want to grow.
The focus though of course is on retail agents. So how much benefit is there for a distribution agency?
If you are asking yourself that question then ask yourself these questions. What makes my sub-agents different to a retail newsagency and am I utilising my sub-agents as effectively as I can?
Our sub-agents in general offer popular impulse titles. The ability to purchase magazines with their lunch or snacks or shopping is a convenience, and a way for our sub-agents to increase their customers basket size. The convenience and additional service is what keeps their regulars coming back.
So though we don't have direct control over the display space, or a market for a broader range of niche titles if you have developed good relationships with your sub-agents then developing good promotional plans together of value to both sides should be achievable. The display set-ups and other tactics used by a retail newsagencys should be very helpful in creating attractive profitable displays in even the smallest deli's and snack bars. Its a must if you want to grow.
August 4, 2008
Missed Opportunity - Spore creature creator promotion
This last weekend two News Limited Newspapers had a promotion giving away for free the 'Spore Creature Creator' This program allows people to participate in advance to the very hyped game coming out in early September called Spore.
This is a great promotion. The creature creator was released worldwide in early June(except for Australia) for anywhere between $10 and $15 roughly depending on currency conversion rates for digital download. It generated huge buzz for the game, and the online network that allowed people to upload their own creations to date has almost 2.5 million creatures uploaded with over 800k users.
Details of the promotion can be read here
This is the sort of promotion that would actually generate the sort of buzz and increase in sales to warrant it, as opposed to the normal TV show promotional stuff we get in a free giveaway.
I don't know whether The Advertiser simply wasn't interested, got neglected or there wasn't enough stock or other drama, but it does seem pretty bad to me to get overlooked like this and miss what would have been a great promotion.
This is a great promotion. The creature creator was released worldwide in early June(except for Australia) for anywhere between $10 and $15 roughly depending on currency conversion rates for digital download. It generated huge buzz for the game, and the online network that allowed people to upload their own creations to date has almost 2.5 million creatures uploaded with over 800k users.
Details of the promotion can be read here
This is the sort of promotion that would actually generate the sort of buzz and increase in sales to warrant it, as opposed to the normal TV show promotional stuff we get in a free giveaway.
I don't know whether The Advertiser simply wasn't interested, got neglected or there wasn't enough stock or other drama, but it does seem pretty bad to me to get overlooked like this and miss what would have been a great promotion.
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