Home' The Channel Magazine : October 2009 Contents EXPRESS PRINTING
40 Nation al Ne wsagent October 2009
Caffery’s success is based on a very
simple philosophy of ‘leveraging’ his
customers to his benefit rather than to
allow others to sponge off his customers to
In recent years, Caffery has realised that
the return on time invested in magazines
just doesn’t stack up. He says day-to-day
management, control and promotion
of magazines that may have served the
business well in the past, is no longer
Caffery says that he is not down on the
business of being a traditional newsagent.
“I am confident in the future of the industry
as long as it has the status of ‘the local
newsagency’ and the local community
visit at least every week or so.
It’s all about profits
Caffery has found a way to generate profits
from his already existing customer base by
becoming their ‘local printer’.
Caffery, together with his son Matthew
and their long term employee Mark Di
Sipio, has established the industry’s first
print franchise ‘Express Printing Australia’
which is a stand alone business within
their newsagency. Their tag line is ‘your
from business cards
Queensland newsagent Michael Caffery reports great success
in a recent promotion he ran in his Albany Creek newsagency
National Newsagent May 2009 15
LOTS OF CUSTOMERS? TOO LITTLE PROFIT?
We have the solution!
Take 15 square metres of your store and turn it into a
profitable printing hub for your customers, local shops and
business and the wider community. Enjoy 80% margins.
I will show you how to make your newsagency more profitable
through this stand alone but linked printing opportunity.
Call Michael Caffery on 0403 293 944 or Fax: 3264 6327.
Email: email@example.com Web: www.expressprinting.com.au
has committed to improved
communication, education and the
achievement of a single unified body
to represent newsagents at a recent
meeting in Sydney.
The newly formed committee discussed
the pressing industry issues and devised a
mission statement to reflect their aims:
We are a part of a passionate and
professional diversified industry and as
such the NSW committee is focused on
• maintaining and enhancing synergy with
suppliers resulting in mutual increased
• education of retailers and suppliers in
optimum business practices
• improved communication and
cooperation amongst newsagents and
the sharing of information
• the unification of newsagents
represented by one national body.
The Committee elected Ballina
newsagent Stuart Kilborn as President
and Graeme Young from Blaxland as
Vice President with members David
James from Wyong, Alan Macdonald
from Griffith and Bruce Demmery from
Taree making up the committee.
ANF CEO Anthony Matis said he
was looking forward to working with
the committee whose wealth of talent
from a number of specialist areas
including leadership roles, association
experience and industry activity
will complement their newsagency
ANF-NSW Committed to Unification
local printer’ and it runs along a similar
business model to printing franchises like
Snap Printing/Kwik Kopy. They present
a ‘shopfront’ to capture and promote the
business and then either complete jobs in-
house or outsource to major printing hubs.
Success came in bucket loads
During the month of July the Express
Printing team within the newsagency
ran a ‘Business Card Promotion’ and the
promotion was planned months before the
event to guarantee success, and success
came in bucket loads.
The newsagency staff and the printing
shop staffed worked together as a unified
team promoting the business card ‘offer’
to just about every suitable candidate
that came into the newsagency. For a
promotion to be successful all staff had to
really get behind the promo. To help build
their enthusiasm key staff where given a
cash incentive of $800 to share amongst
themselves and junior staff received
100 sets of cards
The target was to sell one hundred sets
of 1000 full colour business cards during
the month of July and the target had to be
reached so all staff were well aware that
nothing under 100 sets would be accepted
as a success.
One key staff member, knowing the
promotion was up to 87 sets with seven
days to run, was concerned that the lovely
new dress she had already purchased (in
her mind) with her cash bonus was looking
a little bit shaky so she sprang the news on
the team that she was going to stake out the
bottle shop next door and hijack the ‘tradies’
coming in for their six packs and convince
them of the their need for business cards.
Caffery persuaded this enthusiastic staff
member that the goal could be reached
by more ‘traditional’ methods of ‘cross
promoting’ from the newsagency counter.
The upshot of the promotion was that
107,000 business cards (107x1000)
were sold during the month of July with
a very tidy profit of just under $10,000
to the business, with everyone a winner.
Customers got a great deal, staff got
a meaningful reward and the printing
business received just under $10,000
profit that, when combined with the
balance of the ‘other printing revenue’
(see below stats for complete July printing
business sales), was a nice injection of
profits to what is normally a pretty flat
month after end of financial year activity.
If you would like further information in
regard to the Express Printing franchise
and the Specialty Paper offer ‘Paper
Perfect’ please contact Michael or one of
his Express Printing team. (Contact details:
see over page)
* Total Takings (Print Shop) July $65,946.13 , Gross Profit $33,276 .65 .
Takings net of GST
In house printing
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