Home' The Channel Magazine : September 2011 Contents National Newsagent September 2011
Consumers have a chance to WIN two round-the-world tickets
worth up to $15,000 and newsagents will be rewarded with
weekly and total campaign travel prizes given to the best displays
around the country.
The promotion has a large focus on international titles by
promoting cross purchases between categories but it will no
doubt benefit the whole magazine category within newsagents.
There are over 200 titles involved and participation from
newsagents to drive consumer awareness will be a key element
to the success of this promotion and Gordon and Gotch is
investing over $250,000 in this promotion. This is a great
opportunity to “SELL” one of your key points of differentiation to
your customers compared to other retailers.
A few tips to ensure that your newsagency will be successful
and grow sales while involving your customers:
1. Have a staff meeting to brief them about the promotion
2. Let your staff know what the key objective are (eg: get customers
to buy more) and how you will achieve it (making customers aware
of the promotion and how they have the chance to win one round
the world trip for two).
3. Make full use of POS throughout the promotional period and
advertise the chance to win a round the world trip for two in all
your communication channels to your customers (e.g. website,
newsletters, window displays, etc).
Be part of this exciting initiative by promoting this newsagent-
only campaign to not only win travel for yourself but more
importantly give one of your loyal customers the chance to win a
round the world trip for two.
Further information: Elton Passini, Gordon and Gotch Australia
The 2011 Pacific Area Newspaper Publishers
Association (PANPA) Conference in August
attracted a record number of delegates across all
sectors of newspaper production, from journalists,
editors and printers to digital providers.
The conference covered all aspects of newspaper production
except for the last mile: distribution to retail and homes.
PANPA CEO Mark Hollands said the conference was all
about examining insights into how the newspaper industry must
adapt to the consumer-tech revolution, bigger bandwidths and
a relentless, non-stop news cycle. “ We need to understand our
markets, our readers, advertisers and those who click and buy
on our transaction websites,” he said.
President of PANPA , News Limited’s Joe Talcott, said it was
evident that the death of newspapers, so long predicted , was
not going to happen. He said 2011 revealed a vibrant, active and
engaged industry one facing unprecedented change, could not
afford to be complacent.
The opening address by the Chief Executive of Fairfax Media,
Greg Hywood was titled “Creating Our Future in the Digital
Content Era” and Hywood went on to say that the market
judgements were wrong and his company is in great shape,
citing 210,000 downloads of The Age and Sydney Morning Herald
in the past 12 months. “ I love tablets,” H ywood enthused. “ We
are engaging readers more than ever before. ” He said there was
nothing to be depressed about because they have a new model
and a bright future. He said we can live with bad news but can’t
live with uncertainty.
PRINT PART OF THE MIX
Hywood said that print is an essential component in news
delivery but is now just part of the mix.Newspapers no longer a
destination purchase, they are now a discretionary purchase.
“ We know we have to rationalise print and distribution. They
cost too much and we have to rationalise,” he said.
CULTURE CHANGE TRUMPS STRATEGY
In Australia seven out of the top ten news websites are owned
by newspaper publishers, meaning the newspaper companies
are in a very good position, unlike in the US, where the TV
networks have captured the online space.
Earl Wilkinson, Chief Executive of International News Media
Marketing Association (USA) urged delegates not to be obsessed
with the past. He said the most important thing is to understand
the culture changes and change management accordingly. He
said four out of five Gen-Ys prefer reading on a screen and that is
where the future lies.
WORLD OF MAGAZINES
• The Age was named Newspaper of the Year
• The news site of the year went to Queensland’s
• The Sunday Mail in Brisbane won Sunday Newspaper
Starting on 12 September 2011, Gordon and
Gotch Australia launches one of Australia’s
largest newsagent-exclusive promotional
campaigns in history. The promotion will
run for eight weeks with the major prize
draw held in the inaugural magazine week.
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