Newsagent to publishers: get off your sunburnt backsides
Victorian newsagent Mark Fletcher has accused magazine publishers of blowing a golden opportunity to promote their titles by shutting down over the holiday period. Writing in the Australian Newsagency Blog he says:
“Magazine sales are strong for many newsagents this time of year with new customers in town for the holidays. It surprises me therefore that publishers do not seize this opportunity. Instead, they shut down and stop providing marketing collateral with which we could more easily promote titles which could appeal to holiday makers. Smart publishers would promote right now because no one else is.”
However, within the media, magazine publishers are not alone in enjoying a long Christmas / summer shutdown.
The free TV channels tend to use the non-ratings period to play out series that failed in their timeslot or wouldn’t hold their own at more competitive times of year. And the nation’s metro daily newspapers tned to take a long break, with specialist sections shutting down for virtually a whole month.
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