There are a number of sales opportunities highlighted in John Eastwood’s column this week on the value of newspaper buyers and what else they are likely to purchase.
For example, use your knowledge of customers’ interests and sell more than one title.
Perhaps most interesting, though, is John’s analysis that suggests an important peak for weekday newspaper sales at 6.30am. This got me wondering how many retailers have even received their papers by then. NFRN analysis puts it at just 43% of Menzies customers.
[pull_quote_right]Our survey makes a pretty good argument that any shop that’s open should have its papers no later than 6am[/pull_quote_right]
Doncaster newsagent Steve Maxwell wrote to RN last week after his RDT was moved back to 5.30am without consultation. “The working man still exists and he wants to take a paper to work with him,” he told me. “If he can’t buy it, he goes without.”
Our survey makes a pretty good argument that any shop that’s open should have its papers no later than 6am.
Furthermore, the NFRN is calling for RDTs to be printed on news bills to focus retailers on the time to expect their papers as timings are increasingly pushed.
Steve Maxwell also makes the point that when the football is on and cut-off times are extended, his papers arrive after 6am and his morning trade is completely lost.
With many of this summer’s World Cup matches kicking off at 11pm and finishing close to 1am, football fans will be turning to the papers for scores and match reports, more so than for earlier European matches.
This, too, will present new sales opportunities, as long as publishers put in place strict print schedules that allow for it.