Although single-copy sales might be trending downward, some innovative thinking can boost them, says Tony Mineart, senior vice-president of circulation of the Los Angeles Newspaper Group. He recently discussed what the industry is doing wrong as well as examples of creative thinking to grow newsstand sales.
Out with the old...
Before adopting drastic changes, consider changing outdated habits and assumptions. Mineart suggests looking at the following:
Assumption: Single-copy buyers can be converted to home-delivery subscribers.
Mineart says single-copy is a lifestyle choice. Fully 70% of single-copy buyers have never subscribed and are unlikely to subscribe, so market to them where they like to buy.
Habit: Ineffective newspaper positions in supermarkets
Newspapers have a high conversion ratio, says Mineart. Chances are, someone who stops to look at a paper will buy it. Get more people to look at your paper by putting it in more noticeable positions. Traffic flows to the right upon entering the supermarket, so don't put newspapers to the left of the entryway. Keep newspapers within the purchase zone so customers don't need to stand in line again to purchase a 50 cent paper. The modern supermarket has several points of purchase (think coffee shop or pharmacy).
Display papers at each of these locations as well.
Habit: Sloppy sales racks
Neither customers nor store managers want to see a messy news rack (see right). Keep your newspapers at least 38 inches off the ground because women don't like to reach down and neither women nor men will make the effort to reach very far.
The more organized sales rack on the left displays all the papers efficiently and makes them easily accessible.
Promotional racks such as this one can also boost sales by 8%-12%.
News racks on the street should also be presentable. However, don't obscure A1 with an advertisement.
Habit: Poor relationship-building with retailers
Add value to your existing retailer relationships. Spend more time with them to get prime locations and better sales racks. Let them know you value them by sponsoring events like baseball outings and golf tournaments for local businesses. (This can also boost advertising revenue.) When conducting field work at a local store, know the store's policy. For example, do they allow the solicitation of mystery shoppers? Plan promotions with retailers at least a quarter in advance.
In with the new...
In addition to revamping existing procedures, Mineart also discussed innovative ways newspapers have been improving their single-copy circulation. Among these ideas are:
Brand emotional attachment to the paper
Everyone has brands they trust when they go grocery shopping. Make your newspaper one of these trusted brands. It's not just a paper, but an experience. A style guide can solidify your "look." The Tampa Tribune produced an internal "Identity Standards Guide" covering everything from newspaper font to business cards, giving the customer a consistent image of the paper.
Promotional Ideas
Coupons work.
Incent your reader to buy a paper by including a coupon for an upcoming special issue in your next in-paper promotion. At the Herald Tribune in Sarasota, Florida, one such coupon for $0.50 off a Sunday paper lifted sales by 13% over the course of four weeks. Retailer partnerships like this coupon with Krispy Kreme also boosted sales. This direct-mail partnership between Starbucks and the Herald Tribune raised daily single-copy sales at Starbucks by 7% and Sunday sales by 42%.
Inclusive Marketing
Target unconventional markets. Until recently, the Herald Tribune paid scant attention to the low-income area of Newtown in Sarasota. However, the first weekend hawkers sold papers in the area, customers bought 250 Sunday papers. Similarly, expand from the standard repertoire of retailers such as convenience stores and supermarkets to discount retailers like Costco and Wal-Mart, as well as drugstores.
Leverage your Web site
Use the Internet to send people to your print product. Young people who don't use the print edition might subscribe to an electronic edition. Mineart also sees the Web as a potential outlet for coupons. Horizontal integration through embracing Internet technologies will also solidify the brand image, says Mineart. Sending an text-message weather alert, for example, may remind someone to pick up a copy of the paper.
