Home' The Channel Magazine : August 2011 Contents National Newsagent August 2011
Further investigation shows that the
outlet was supplied with an amount that
would last the on sale period, but had
simply early returned 90% of their supply!
Here's some data:
They had three years of previous sales data
showing a high sell through (above 80%)
They sold out of the previous issue.
(Supplied and sold 19 copies = sell out.)
They were then supplied with 29 copies
of the current issue, which was also
supported by some online and direct
marketing to local readers (store locator
on website, downloadable posters and
They early returned 26 copies, leaving
three on the stand.
Three?! Of course they sold out before
the loyal reader could get his copy when
he went for his weekly visit.
Why would an agent early return up to
90% of their allocated stock when they
had supporting evidence to stock that
Why would you miss out on this many
copy sales? Isn't early returning that many
copies more damaging than helping your
Frustration is probably the kindest
word I could use at this stage.
I have since tried to contact the specific
agent and have had no response to date.
The unfortunate thing is that this isn't
my first experience.
I continuously have to direct frustrated
readers to other stores, or mail out
copies to them. I have had several
similar experiences in as many weeks.
It's also my experience that shows this
as a growing issue. On the other hand,
I am constantly receiving feedback that
newsagents can't get enough supply.
So, what would you do?
Write in and tell National Newsagent
what you think about such magazine
"Cash-flow is the
number one killer
in any business,
Mark Darton, recently appointed
Circulation Director at Universal
Magazines, believes there has
never been a more important
time to support and work with
newsagents to drive retail sales of
the publications he looks after.
Universal publishes a broad
range of publications in the Craft,
Home Improvement, Motor Cycle and
Lifestyle categories and the company
is celebrating its 25th
birthday this year.
Universal's circulation department works hard
with distributor Network Services in the areas
of allocations, logistics and retail marketing.
In doing so, we actively take responsibility and
are accountable for our supply and publishing
decisions and additionally seek to build our own
business relationships with newsagents.
Darton says, "It is all about investing in newsagents by
offering practical support to generate more sales through their
shops" and Universal is doing this in the following ways:
Universal has appointed Lynne McPharlin as Retail Sales
Executive for NSW, Lynne is an experienced representative
having worked with newsagents for more than 10 years. Her role
now is to visit newsagents, initially in Sydney, to provide them
with practical product knowledge of the Universal Portfolio,
work with them to review their range and offer grass roots sales
promotions to sell more copies. "We will consider replicating this
role in other states once established here," Darton said.
A number of our publications have long shelf life
requirements and operate in perpetual markets so Universal
offers delayed billing and often splits the distribution in stages
for such titles.
We have started using scan sales data from many newsagents
to top-up supplies in the case of identified sell-outs and have
already had encouraging results and feedback from this initiative.
Many of our publications have websites
and social media sites like Facebook with
large audiences. Universal's marketing team
use these mediums to actively promote when
publications go on sale and advise readers that
they are available in newsagents by linking to
the VANA hosted Your Newsagent --- 'find a
newsagent' web search facility.
While there isn't just one answer for generating increased
sales you have to be practical and work smart and hard to
influence the opportunities that are out there.
I'm really encouraged by the support we are receiving and the
feedback we are getting.
Universal has a publication brochure and any newsagent
that would like a copy is welcome to email me mdarton@
universalmagazines.com.au; alternately we always welcome
feedback and ideas.
Every Sale Counts at Universal Magazines
"We have started
using scan sales
data to top-up
supplies in the
case of sell-outs"
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