Home' The Channel Magazine : National Newsagent May 2015 Contents 23
National Newsagent - May 2015 - Celebrating 25 Years
The Industry Summit
Mychelle said that attending the Industry Summit in February
was enormously insightful to see how the various industry
sectors could interact.
“It enabled me to see the issues and what’s being done to
address them in best interests of everyone.
“The feedback I received from all participants was that
everyone found it rewarding to hear about different
perspectives and how we could work from a number of
angles. It’s important there is a central body to look at the
channel as a whole.
“These days it’s hard to plan five years ahead as things
change so quickly but plan we must,” Mychelle said.
Because Pacific Magazines is part of the Seven West Group
and Australia’s largest media organisation, it has access to
television and digital programs and promotions that can cross
promote print titles.
“Australia, the Story of Us, which was a four part TV series,
is an example of how we used interest in the TV program
to launch a new product range in print, a new product
that wasn’t core or existing. This is such a success story in
regards to driving traffic to newsagents every fortnight to pick
up each new issue and the results speak for itself—it’s been
so successful we have had to go into reprint before issue
three went on sale.
Magazine sales decline?
Mychelle said that it was not online magazines that were the
cause of a decrease in magazine sales.
“Digital magazines have not taken away from print; people go
online for different reasons to the value of what magazines
offer, and social media is used to drive them back to the
“Magazines have a positive product association and I think
there is a marketing job to be done to inform people about
the value of magazines and reignite the value of what we
offer. Magazines have to reinvent and offer something new all
“We have a strategy of building awareness and reminding
customers to walk back in the door of the newsagency. Print
is a driving factor in newsagencies but other products such
as gifts provide another reason to go into newsagencies.
“The experience of flicking through a glossy printed
magazine is something that will remain valued and the brand
extensions mean that good sales can be made
“We used the Girlfriend brand to drive the One Direction one
shots—posters, calendars, diaries—23 mediums in one year
and this resulted in reminding customers, especially youth of
what magazines can offer that digital can’t and the result for
newsagents was incremental profitability.”
What can newsagents do
Mychelle says newsagents could ideally use all the resources
they have available for merchandising better, change
windows weekly to stimulate more sales and look to the ANF
for guidelines, training, case studies and inspiring marketing
ideas. “There are a lot of newsagents out there doing it
well and they’re seeing the results. Opportunities to share
positive idea’s and network amongst the industry is extremely
valuable and I know there are groups doing that and sharing
Adapt and remain relevant
Every retailer is under pressure; the challenge is to adapt,
innovate and remain relevant. Newsagents have much
the same pressures as any other retailers. There is not a
successful retailer in the world that hasn’t been through a
cycle of launch, growth and maturity and then had to re-
invigorate its category to remain relevant. Customers drive
the need for constant change.
Newsagents have the benefit of running their own business
and this provides an enormous opportunity to also control
your destiny—the fact most newsagents are owner operated
also means they have personally invested into the category.
The successful ones are nimble, evolving adaptable and
willing to try new things to learn from and open to new idea’s
around improving the category.
Mychelle up close
I’m also a Director on a board of the Sister2sister
Foundation, A not-for-profit charity that has been
running for 10 years. The program takes approximately
25 vulnerable at risk young teen girls and supports
them through a mentoring program to help them
understand that your choices in life impact your
Married for 15 years to Andrew, we have two step kids
(Josh & Taylor), a border collie (Bonnie), two alpacas,
five chickens and a rooster (Rodger). We live in the
Blue Mountains and I love painting and so I attend art
classes every weekend. Favourite TV shows are the
Walking Dead and Game of Thrones. Favourite book
is The Curious Incident of the dog in the night-time by
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