In Praise of Analog

There’s a large rectangular white box sitting in our basement. It’s a basic white refrigerator and it has absolutely no bells or whistles. Two doors, freezer up top, fridge on the bottom. You set the temperature with a dial. The big add-on was some extra ice-cube trays.

At best estimate, it’s about 20 some odd years old and it’s lived in three different homes. Over the years it’s been used and abused and ignored and neglected. But no matter what, it’s always worked and done it’s duty.

e376aed3-8d1f-435a-b022-f6ebcbfceb65_1000

As a self-employed person, most of my ready cash goes to the government; the insurance people and what’s left over might make it into a retirement account. There’s not a lot for the latest in digital bells and whistles. So I’m think I’m pretty good at keeping my tech up to date with the latest installations and when I do pick up a new piece of equipment, I make sure its’ fully powered and going to last.

But it seems to me that in today’s digital environment we are slaves to the tech. At two years of age, my once top of the line iPhone 6 is starting to have techno burps, farts and tantrums. A three-year-old iPad periodically disconnects itself from a Wi-Fi router that is sitting no less than two feet from it. An even bigger and more powerful router that is less than two years old tends to get into arguments with the Comcast cable box. Of course all of the Comcast lines in the neighborhood like to go on vacation periodically.

We are slaves to our tech. At last count, I had something like 125 different passwords on file to different sites. They change frequently and while there are numerous handy little apps and built-ins on browsers that track it all for you, how many times have you found yourself repeatedly trying to get a new password sent to you by the site you’re trying to access?

It’s no longer enough to be proficient at MS Office. We also have to know a host of other digital programs and apps if we want to be attractive to a new employer or client. But ask yourself, what exactly did you get out of the latest update? The annual OS updates from Apple alternatively either slow down my machines, or offer “innovations” that seem pointless. Does anyone like the last few iterations of iTunes? To be fair, while some of these updates are nice to have, I don’t understand the hyperbole that accompanies them. Yes, it does make computing easier, sometimes. But I’m surprised it took you this long to figure out how to make this happen.

Please don’t get me started on what I think of MS Office updates.

Our tech is supposed to manage us, make our lives easier, make us happier. Does it? My friends who have the latest Apple Watch or similar digital minders seem to be constantly distracted by something twitching on their arm. At the beginning of many runs or bike rides, I find myself mildly annoyed with the Fitbit app because of some lag or error message or the simple fact that it exists and I feel compelled to turn it on. I’ve been known to give the finger to my poor iPhone because the free version of MayMyRide is chock full of pop ups, interruptions and requests to rate it. Then I feel irritated that I feel entitled not to want to pay for the pop up free version.

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Source: Fastcompany.com

We used to have a washer and dryer that were, according to a home inspector, at least fifteen years old. “You should get another five years out of them,” he said, “They’re a little beat up so keep an eye out.” They lasted another ten and when the washer sprung a leak and made a lake in the basement, we replaced them with the latest in front end loaders.

“Well,’ said a repairman we had out to the house recently, “These new ones tend to burn out pretty quickly. You said it’s ten years old?”

I did a quick calculation and nodded.

“You’re lucky! Seven or eight is what I usually see for this model.”

Lovely.

Our cars send us emails when they don’t feel well or think they need something. They ping at us when a tire is running low. The more expensive cars tell you which tire. If you’re driving something a little more middle class, you have to guess or remember where you put your tire gauge.

I mostly curse at my cars so maybe they feel bad. They tell me that “The phone has been connected!” and then disconnect the phone. I like the idea of satellite radio, but do I want to get clipped for yet another monthly fee for some tech?

Let me make it clear, I’m not some Luddite wishing for the days when we had to cross the room to change the channel from CBS to ABC. I usually appreciate the tech and think that much of it is nice to have.

But it seemed like analog refrigerators, TVs, cars, stereo systems and phone worked for me. They were there to serve me. They did exactly what I told them to do. To be honest was not very much. But they did what they were told and if they didn’t, they were fixed.

Today, I often feel like I serve at the pleasure of my tech. I do what they tell me to do. I service them. When I’m not in awe of some of their capabilities, I have a queasy feeling that I’m not really in control of gadgets.

Thing Placed (Yet Again) In Front Of The Magazine Rack

There are admittedly many advantages to the way the newsstand sales business is organized these days. For example, if I have a decent wi-fi signal I can quickly find out exactly where my magazine is selling. And where it isn’t. With a few mouse clicks, I can download sales history, competitive sales history, class of trade data, top performing stores and more. With a few more mouse clicks I can send off a note to a distributor or retailer and make a presentation about why my ranking should be changed or a certain issue is being promoted.

On the other hand, there are few compelling reasons outside of curiosity or a desire to travel, for me to get into a car or board an airplane and jet off to Louisville, KY (Once the home of a decent sized wholesaler) to see what the displays in that town look like.

So I was pretty thrilled a few weeks ago to get in my car and drive for a few hours to meet with a regional publishing client face to face. In fact I was so happy to get out of my oddly shaped office that the day before the appointment I did something I hadn’t done for years outside of my own home base: I set up a retail check-up route, left hours before the appointment and spent the morning checking stores.

The trip had some nostalgia to it because this town was once home to one of my favorite wholesalers. To be fair, the wholesalers who now manage the retailers in this town do a good job. Most displays were perfectly fine.

But….

Wisconsin1

Got milk. But got no magazines!

And then there was this:

Wisconsin 3

No whining just because you can’t get to your favorite magazine now…

And a few others I didn’t capture very well on camera. To be fair, most displays were perfectly fine.  But the ones above are memorable and they occur far too frequently for comfort in an industry that is constantly under assault.

A few weeks ago, fellow consultant John Morthanos put up a post on Publishing Executive where he argued for expanding the title mix at checkout. He posited, correctly I think, that the checkout was dominated by seven publishers. Most of these titles had experienced significant circulation declines so wouldn’t it make sense to experiment? Try out new titles, new categories? Shouldn’t we make the checkout more, well, democratic and meritorious (my interpretation)? He went so far as to suggest, to the apparent horror of some of our colleagues, that one checkout in each store should be designated for these up and coming titles.

John is on to something. Without diving deep into the data, it’s probably fair to say that the crash of newsstand sales over the past seven years has come mostly from the checkout. The celebrity weeklies are the biggest culprits. The uptick we see in the sales of book a zines, adult coloring books, and niche titles like The Backwoodsman and so many regional city books, guns and survivalist titles  can’t make up for the hundreds of thousands of lost units in weekly celebrity and women’s service magazines if these trending titles are relegated to the back row of a twelve-foot mainline.

There are opportunities opening up in some chains. Over the past few years, most Kroger owned banners have either re-racked their stores or opened them up to a program called “Pay to Stay”. For the record, that title, “Pay to Stay” is not nearly as ominous as it sounds. “Pay to Stay” or PTS for short, is a one-year checkout program where the retailer does not install new racks, but does ask all the titles on the rack to pay for a relogo program – or give up their space. Open pockets are then offered to other titles – often titles that are growing and ranked highly on the mainline.

The cost for this program is significantly less than a new rack program. In the last cycle, I was able to move a client who had a national publication and multiple regional titles into many markets where in the past we were relegated to the mainline and could only dream of putting the titles onto the checkout.

The program is managed by TNG’s RS2 division. It is interesting to note that the program is billed in quarterly increments and publishers can opt out if they give notice one quarter in advance. This was a huge plus in gaining the participation of my client. And no, they didn’t opt out.

Since then I have come across more programs like this. You don’t always get in. You don’t always get what you want. But it’s a small step in the right direction.

I am seeing more and more requests from retailers for publishers to be more active in promoting their titles on the newsstand and partnering with the retailers to promote their magazines in their stores. A recent letter from the Costco buying team comes to mind.

For my part, I have always encouraged the publishers I work with to announce the on-sale dates of their titles, feature their cover images and stories and promote the availability of the magazine in national and local retailers in their social media feeds and e-blasts. Why wouldn’t you try to make a sale?

Of course, we can and should do more. No matter how wonderful home delivery, drone delivery and and driverless cars may be and become, people are social animals. We need to interact. We like to get out of our homes from time to time. Anyone who works from a home office can tell you about that.

In the meantime, a recent tour of some local retailers over the July 4th weekend showed that we still have a long way to go.

While Whole Foods, has and always will get props from me for their unlogo’d checkouts, last weekend they popped a bunch of mobile carts in front of their checkouts. On the one hand, you can’t blame a retailer for wanting to boost impulse sales over a busy holiday weekend. But to me, it’s a chilling reminder of how tenuous our hold on the checkout is. It also makes you wonder why our industry didn’t approach them with an idea for the busy holiday weekend.

The local Jewel Supermarket was selling t-shirts at their checkouts.

Jewel1

Go Cubs Go!

As bricks and mortar retailers come under increasing pressure from on-line retailers and changing customer patterns, our industry would be wise to continue to reinvent how we do business. John happens to be right. We need to experiment more.

But we also need to make sure that there are fewer things in front of the magazine rack.

 

The Five Most Egregious Magazine Covers of 2016 (S0 Far)

There are now so many ways for a magazine to brand itself. There is, of course, the print edition. Even for the most digitally savvy publication, everything usually starts there. But there’s also the web edition, the mobile edition, the digital replica. Then there are the social media feeds, events, videos and newsletters. So which comes first?

I don’t think I know anymore. But one thing that has not changed is the magazine cover. Think of it as the front door to a magazine brand. Sure, it means very little for the reader who drops into the website (In fact, on many magazine websites, you have to work hard to even find a mention of the magazine). Subscribers, be they print or digital, have already ponied up money for the magazine so they’re going to get that issue no matter what.

So why, even in this day and age, is the cover so important?

Because it is the front door of the magazine. It says to potential readers who you are, what you are about. What’s in between the covers.  Most importantly, if your reader picked up the magazine at the newsstand, they paid full cover for that one issue.

Sure, you could have subscribed to Entertainment Weekly  for one year for $5.00. But if you went to the newsstand and picked up the June 17 issue with the TV show Mr. Robot on the cover you paid full price, $4.99, for that one issue. So that means you must have really liked Mr. Robot and Entertainment Weekly. Right?

As far as I am concerned, there is little more unsettling in the world of cover design when a well known magazine blows a flat note and puts out an unattractive cover. What were you thinking? Why did you do that? Sometimes it’s groupthink. Sometimes it’s an experiment that just went wrong. Sometimes it’s just that there was nothing else to work with.

Last year, the Foredeck introduced the “Most Egregious Cover of The Year” of the year. The response from readers was pretty interesting. Now that we’re halfway through this year I thought I’d share with you what I think (You’re entitled to your own opinion of course) are the covers that that have made me wrinkle up my nose and wonder what went wrong.

For your consideration:

5. Outside Magazine, May 2016

The only real issue here is the simple fact that you have to stop and squint to read part of the cover line. What they were trying to tie together was the National Parks 100th anniversary and their list of 100 things to do in the national parks. Most likely this looked way better on a computer screen than it did printed on paper and placed on a newsstand.

Fortunately for Outside, they publish twelve times a year and from my perspective they usually hit triples and home runs.

may-2016-cover

Swing and a miss.

 

4. DuJour Magazine, Summer 2016

Let’s leave aside the potential political debates about this issue. They are immaterial for the purposes of this particular post. Sometimes black and white covers can work well. Heck, the Foredeck has listed some in times past. But there’s just something creepy and foreboding about this particular one. Even if Donald Trump weren’t running for president, the image of him lurking in the background is just….off.

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Don’t look over your shoulder Melania….

 

3. W Magazine, June 2016

File under “An Unlikely Mess.” Who doesn’t love English model-actress Cara Delevingne? But why dress her up as an emoji? Let’s hope her new movie does better.

W Magazine June 16

Not so sure I❤ this…

 

2. Vogue Magazine, May 2016

Taylor Swift and Vogue have a long history together. I made their February 2012 cover featuring Taylor Swift as my #1 cover from the Foredeck that year. Usually Swift on the cover is instant attraction on the newsstand. It’s not that one of the most popular and powerful singers in the world can’t go out and change up her look. But in this photo, otherworldly looks unrecognizable. I’m not opposed to red backgrounds. In fact I love primary colors in the background. But this one….

Vogue May 16

…not so much.

1. Chicago Magazine, January 2016

To me Chicago Magazine is the epitome of a successful city book. I look for the latest edition of Chicago Magazine every month when I’m out at retail. Usually their covers are reliably good. It’s as if they take to heart every single CRMA presentation ever given and then make it better. “Top Doctors” editorial is generally a top newsstand seller for most city publications. Most “Top Doc” covers feature some sort of generic doctor on the cover so it’s understandable that Chicago tried to do something creative. But this?  Should we call Spiderman and let him know that Doc Ock has invaded the Second City?

 

Chicago Mag Jan 16

Paging Dr. Octavius!

The good news is that for every flop of a cover, there is usually a redeemer or two. Chicago Magazine has published several very good covers since January 2016 and for the record, may I show you what I think is one of the very best covers of 2016, Chicago Magazine’s July 2016 cover. Featuring a puppy.

ChiMag Jul 16

Who doesn’t love a puppy?

Just remember. The cover is the front door. You want curb appeal. You want people to spend full freight on that copy. You want them to love it so much that they’ll turn around and subscribe. And subscribe to the newsletter. And pay for a ticket to your event. And buy your “Buyer’s Guide.” And subscribe to your YouTube feed.

More puppies. Less octopuses.

 

 

The ACT 6 Conference Addresses the Newsstand

In 2009 I was excited to hear that Dr. Samir Husni (aka Mr. Magazine) had launched the Magazine Innovation Center at the Meek School of Journalism at the University of Mississippi in Oxford. I thought it was past time that the conventional wisdom was challenged. Yes, the world of information is changing. Yes, digital is the future. But did that mean that digital was the only future? While we  embrace digital, revise how we look at media and magazines and journalism do we have to dance so happily on the grave of printed magazines?

One of the missions of the MIC is to host conferences that discuss the business of publishing in an open and free ranging forum. The conferences are called ACT (ACT is the acronym for “Amplify, Clarify and Testify.”) At the first ACT conference I was thrilled to see speakers beyond the usual batch of insiders who spoke at most magazine conventions. Better yet, we got to hear from a wide range of Samir’s publishing acquaintances from overseas and learned how they were addressing the changes in the magazine world. And even better than that, the auditorium in Overby Hall was filled with journalism students, undergraduates and graduates who were there to learn about magazine publishing and what the future may hold for them.

This year, the ACT conference was in the Spring (April 20 – 22) instead of the Fall.  After five conferences that focused on a wide variety of topics, this years’ ACT featured several panels on the struggles of the newsstand side of the business.

Day One of the ACT conference kicked off with an industry overview from Tony Silber of Folio Magazine. It was followed by a very lively and informative address from Sid Evans of Southern Living Magazine.

Day Two took on a whole different form.

The conference kicked off with an historical overview of the makeup of the newsstand distribution industry from John Harrington, a consultant and editor of the New Single Copy newsletter and former head of the industry trade group, The Council for Periodical Distributors of America (CPDA). John is a long time industry veteran and he was able to lay out for many conference participants how the newsstand was organized, how it had worked for many years. Finally he explained why the industry experienced such rapid consolidation and had arrived at such a precarious position in the second decade of the 21st century.

But for any newsstand veteran, the surprise was the next panel, “Reimagining The Newsstand”. This was a remarkably open and frank discussion between several publishers, a major magazine wholesaler, and the major supplier of books and magazines to Barnes & Noble. The panel was moderated by Gil Brechtel, a former magazine wholesaler and current CEO of MagNet, a data service that provides publishers with store level information on their newsstand sales. The members of the panel were: Shawn Everson of Ingram Content, David Parry of TNG, Hubert Boehle of Bauer Media, Andy Clurman of AIM Publishing and Eric Hoffman of Hoffman Media.

While it was not that remarkable to have wholesalers and publishers on a panel discussion, this panel was more lively and open (Perhaps because we were nowhere near either coast?). Before the panel opened, each participant was given the opportunity to give a short presentation on their side of the business. This was incredibly informative. I could understand, fully for a change, the incredible pressures that TNG operates under (High fixed costs, pressures from retail customers, competitors for space within those retail customers, pressure from magazine suppliers). I could see why a publisher from another country (Hubert Boehle of Bauer) would view the American newsstand with a skeptical and quizzical eye (Germany has similar sales volume as the US, yet a higher sell through and lower remittance to the retailer). It was fascinating to hear about the transformation of Ingram from a strictly magazine and bookstore reship operation into a multi-channel company that also profited from digital production and distribution was impressive and remarkable.

Did the panel fix the newsstand?

Of course not. The challenges that face the newsstand distribution business can’t be fixed in one morning. But to my mind, this was the first of what should be many open, frank, and engaging discussions. We should continue this conversation. You can watch the presentation below:

 

This panel was followed up with another MagNet sponsored panel titled “Cover Data Analysis for Editors”. This was led by Joshua Gary of MagNet and included Brooke Belle of Hoffman Media, Josh Ellis of Success Magazine, Liz Vaccariello of Readers Digest and Sid Evans of Southern Living. From my perspective, this was another successful panel. It was refreshing to hear from editors who understand that newsstand copies are the public front door to their magazine. That something designed to appeal to a potential reader could make that part time fan of the magazine a full time paying subscriber.

 

Consider the potential streams of revenue open to magazine publishers today: Events, e-commerce, newsletters, blogs, video, subscriptions. Ask yourself, why wouldn’t you put your best foot forward with every single issue that hits the newsstand? Why wouldn’t every newsstand cover be a piece of art instead of the very last thing you think of?

I don’t know. Any art directors or editors want to chime in?

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The MagNet cover panel discusses the impact of discounted sub on newsstand sales.

In a March editorial, Tony Silber, the VP of Folio Magazine stated that the fate of the newsstand is not the same fate of print magazines. Tony correctly points out how the channel no longer generates much, if any profit. That racks are “truncated”. That many editorial pursuits have moved online. His address at the opening of the ACT conference was inspiring. But on this point I’d have to disagree. What has happened to the newsstand could very well be the fate of the printed word if publishers do not pay attention to all aspects their business. If all they do is react.

The fate of the newsstand is the fate of any business if the participants pay no attention the rumblings of their customers or suppliers. If you don’t watch and respond to trends, the fate of the newsstand is waiting for you.

If we want readers to buy newsstand copies, we have to give them a reason to do so. If we want the newsstand channel to be profitable, then the participants in the channel have to cooperate and on the same page about who, how, when and how much they will get paid.

Recently a supplier contacted one of my customers and rather (Rudely I thought) informed them that they were not profitable, that they would have to switch to another form of discount and that they would have to agree to this right now this very minute or else they would be dropped. A quick review of this distributors sales showed that their sales losses were significantly higher than anything else this title had ever experienced. Moreover the discount structure that the title was currently declared “unprofitable” had been imposed by the distributor in an earlier “either/or” declaration. In other words, the losses this distributor incurred were self inflicted. Why? Because they took their eye off the ball and didn’t think long term.

When will sales stop declining? When we give readers a compelling reason to buy. When the producers of the content, the publishers decide that it is a channel of sales that they should pay attention to. In fact, during the ACT conference, we heard from several publishers who are doing well on the newsstand precisely because they are paying attention to their business.

It’s my hope that the discussions that were started at this years ACT conference continue. The alternative is a continued drift. At a certain point, we need to stop the drift and chart a new course. That point really is now.

Put This One in the “WTF” File!

Back in the day, back when there were more than 300 magazine wholesalers and eight or nine national distributors, the coveted jobs were often the ones where you worked directly for a magazine publisher. The big publishers: General Media, Playboy, Conde Nast, Ziff-Davis, all had people out in the field. According to an old “Bunny Book”* from 1990 that I found in a recent sweep of my office, Playboy Magazine had at least eleven people working in the newsstand department: Five people in the field, one in marketing, and another five in the corporate offices.

If you were a national distributor rep toiling away for Curtis, Kable, Select or ICD, a job with one of those publishers was a ticket to more pay, travel and career success.

Even smaller publishers often had people out in the field. I worked for Outside Magazine, a single title publisher and we were a department of two. When I wasn’t working on specialty sales I was sent out once a month into the countryside where I would call on upwards of five or more magazine wholesalers in the course of a week. I recall a US News and World Report representative joking that he worked for two magazines: “US News is one. World Report is the other,” he quipped. I guess you could call that rep room humor.

Which brings us to the unexpected news from late Thursday afternoon: Harris Publications is closing it’s doors. This forty year old publisher may be one of those companies where you might have recognized the title, but never realized how many titles the publisher actually produced. Harris published upwards of 75 different magazines running the gamut from The Harris Farmer’s Almanac to Celebrity Hairstyles, Who’s Who in Baseball, Survivors Edge, Naturally Danny Seo and Dog News. If a trend got hot on the newsstand, Harris wasn’t far behind with a new title launch.

In fact, I had a running joke with myself whenever I came across a new magazine on the newsstand that I didn’t recognize: I’d pluck if off the rack and before I turned to the staff box to see who the publisher was (and if they had a consultant), I’d say, “I bet this is a Harris special!” I was often right.

Back when there were more wholesalers and distributors and field people, I frequently ran into Harris reps. Aside from being really great people, I was always impressed with how much they knew about the wholesaler system and the retailers that were serviced. They knew which buttons to push, which retail buyers were open to new titles, how strict certain distribution managers were with authorized lists, who the best route supervisors were and which general mangers you wanted to stay as far away from as possible.

So is it surprising to see that Harris is going to “wind down” it’s operations? Well, initially I’d say yes.

In fact, the headline for this post is exactly what I said. “WTF?”

But on reflection, maybe it wasn’t that surprising.

It seems to me that Harris was always something of a “newsstand first” type publisher. While that may not be impossible to do even in today’s market, it is certainly a risky way to run your publications in the first year of “Off Invoice RDA” and POS sales reporting. In 21st century publishing you need a lot of revenue buckets to make things work. I could be wrong, but Harris titles never seemed big on subscriptions or advertising and I wonder how big their digital efforts really were. In a letter to industry partners, Stanley Harris acknowledged the changes in the publishing industry and then said,

“We have tried mightily to persevere against these forces, but have been unable to overcome these challenges.”

So perhaps the management at Harris felt it better to fight how the industry was changing rather than hop on and try to wide the waves?

Most people don’t really like change. I can understand that. One of the things that I find interesting about the newsstand industry is that it is constantly changing. When I entered it in the early 1980’s there were some long time employees in some of the rep rooms I worked in who lamented that things hadn’t been good in the business since the 1970’s when “They started hiring all those women and bringing in those computers.” Now those gentlemen were real dinosaurs. Nice guys, often, but dinosaurs.

The loss of Harris is a blow to this business. We need the numbers and revenue from those titles. We need them on the checkouts and mainlines. We need them in feature pockets and flex pockets. Harris’ distributor is certainly going to feel pressure from this closure and that is not a good thing. Hopefully the better titles can be salvaged and made competitive for today’s market and their employees can find new homes and continue to work in magazine media.

In the meantime, I’ll stay on the foredeck and wax my surfboard.

I'd rather be here...

 

*: The Playboy Bunny Book was the official listing of all “Playboy Approved” magazine wholesalers in the US and Canada. It was a coveted possession because it had the address and phone number for all of these wholesalers. As an added bonus, it had phone numbers for the wholesaler sponsored “Rep Rooms.” How else could you reach your traveling companions in the days before cell phones? For those reps who were looking for new employment, it also included listings of all the national distributors and their key personnel and phone numbers. In the early 2000’s Playboy ceased publishing this directory.

Bunny Book 1990

A scan of the cover of the 1990 Playboy “Bunny Book”

 

102 Days Into The New Year (The Official Pie Chart)

We entered 2016 one hundred and two days ago short one national distributor. For those members of the industry who followed the swirl of events that lead to the downing of that storied company’s demise, a lengthy list of questions remain:

  • Have the remaining players in the industry gone into hunker down and protect what’s left mode?
  • Will we see further shake outs in the shrinking pool of national distributors and wholesalers (It certainly seems like there are some employees in this business who would gleefully welcome such a prospect. Or least the opportunity to gossip about it.).
  • Are we finally in a space that resembles the future of the newsstand business or are there more developments to come our way that involve a restructuring of how we do business?
  • Will they be positive?
  • Will we innovate how we sell magazines to the public?
  • Will we see some common sense applied to how we price single copies and sub copies (Most likely not, but I have to ask.)?

Aside from being somewhat aghast at the industry participants who seem excited by another untimely exit of an industry partner, my answer is mostly “I don’t really know.”

I asked a few people who worked with Kable where they were 100+ days after the company was ejected from the newsstand and here’s where they were:

99 Days After Kable

So where are you in all this?

 

A BoSacks Reader Speaks Out

Precision Media Group leader Bob Sacks was an early adopter and claims to have America’s “Oldest e-Newsletter”. Five days a week you can open up your email and find three interesting and timely articles Bob has selected that cover a variety of trends and topics of interest to the magazine media business. Bob often includes his own insight and wit to many of the articles. On a regular basis he collects and then publishes the thoughts and responses from his readers.

Two weeks ago, I posted “Maybe We Should Rephrase The Question”, asking if perhaps it was time to stop lamenting the decline of the newsstand and instead see what was working and how we could replicate that on a grander scale. The post appeared in the newsletter and along with a huge lift in visitors to this blog, one of Bob’s readers responded to the post with a series of suggestions on lifting newsstand sales.

I’ve reposted the questions below along with my own answers. The questions are good and I hope they spark a discussion about what works, doesn’t work, and could work on the modern newsstand:

Question: What if there were five times as many places one could buy a magazine (not every magazine, but a magazine)?

At a national level something like that has happened – although not to the level you  propose nor in terms of the quantity of retailers with mainline magazine racks.

There are many places now where the “newsstand” is a select group of titles that reflect what the retailer carries. Home Depot, Orschelns Farm & Home and Toys R Us are just three examples.

Twenty-five years ago, many chains in these categories did not carry magazines.

 

Question: What if we made the newsstand inconvenient?  Like only one in a community instead of every line at the grocery?

You must be thinking that scarcity would drive up demand?

In some communities newsstands are scarce. But perhaps not in the way you are imagining.

The local wholesaler no longer exists and neither do the bookstores or newsstands that the company owned. Locally owned stores or regional chains (Think Arbor Drugs in Michigan or an IGA Supermarket) that used to carry a large assortment of magazines have been sold and merged into a national chain and the only place to get a magazine is at the Wal-Mart or Walgreens. Both now have smaller mainlines and checkouts.

The question isn’t so much scarcity of magazines so much as the dip in demand for newsstand copies of magazines and the changing habits of the shopper.

Question: What if newsstands were a drive-through?   

Interesting! There is (or used to be) a “drive through” convenience store chain in northern Ohio. I do recall them on some “dealer guides” (remember those?) back in the day.

A more modern variation on that could be the “Pick Up” locations that the grocery chain Peapod has developed. But you’d have to have a committed program with the retailer. This means that someone in the current chain of delivery would have to think the idea is worth pursuing.

Frankly, it would be great (and simple) to include single copies of magazines in home deliveries of goods. My concern would be how to get the public to buy in and make it a habbit.

 

Question: What if magazines were sold in pairs of titles rather than one at a time at retail?

Clearly this question was asked by someone who has never seen an adult magazine “pack”.

Tongue now out of cheek: That is happening on some levels. Hearst sold a “pack” of their Fall Fashion titles this year in a gift box. Fantastic idea!

Local city publishers will often polybag a “Home” or “Fashion” supplement with their main title.

The real issue is always cost. Doing this isn’t cheap. ROI is not guaranteed. Think of the challenge if it were a case of “co-publishing” and two different publishers were involved.

And staffing. Having enough people around to make it happen is usually a challenge.

 

Question: How can we enhance the value of the single copy?

By charging a more realistic price for a subscription?

Question: What if single copies were sold and distributed monthly to people who meet for social reasons already?   

A great idea! Let’s staff up!

In the audited circulation world, that can often be looked at as “verified” or some sort of club membership subscription – not single copy. Or it could also be some sort of paid bulk circulation. Again, the issue is finding the right group, selling them on the title, getting them to agree to a price that will pay for itself, and making the effort worth the while.

As an example, a sports book I once worked with had the great idea of selling the magazine as an added value to local sports clubs. Great idea. But hours of labor to find, locate and then sell the program to one local club would at best yield a hundred or more in a bulk delivery at a severe discount. It’s often a question of resources. Time, Inc. or Hearst may have the resources, a small circ title doesn’t.

 

Question: What if a fresh People magazine went home with every customer at a hair salon?

Joe Ripp is a little busy right now. And, see above for AAM circulation rules.

Question: What if a fresh copy of Real Simple went home with everyone who spent $50 at Home Depot the first week of every month?

See above. But I imagine that if an RS competitor is reading this….

Your timing is perfect! At a client meeting last week, we pitched this idea for a different title in a totally different retail environment. It is still on the tickle list so we’ll see where it goes when we meet with the buyer.

Question: What if newsstands become emporiums that sold what was advertised in the magazine(s) associated with the emporium?

If I’m reading this question correctly, you’re suggesting that a publisher try to compete with Wal-Mart in both physical and e-commerce?

If I’m not (reading this correctly), in reality one of the “pros” that we use when we pitch a magazine to a retailer for authorization is that the people who read the magazine will be in their stores looking at their wares and that the products advertised in the magazine are already in the store.

A more advanced variation on this theme can, and should be: Some level of cooperation between the publisher, manufacturer and retailer to bring potential readers into the store and purchase both the magazine and the ware. To varying degrees of success, publishers have attempted this. However, the idea is far more simple than the execution and it again, often comes down to a question of staffing and ROI.

Does Bob’s reader have some good ideas? Can we make some of this happen on the newsstand and will it lift sales?

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