We are writing this to newsagents:
The future of your Australian newsagency is in your hands. You, the owner of one of the 2,800 or so retail businesses that make up this vital channel, hold the key to its success. The decisions you make in your individual business will determine not only your own future, but the future of the entire network.
And those decisions hinge on three crucial elements: your product selection, the narrative you weave around your business, and, of course, how you sell.
Let’s be clear: the future of the Australian newsagency isn’t tied to the old staples of newspapers, magazines, lotteries, or even the convenience items and cheap gifts that once defined the channel. Competing with discount variety stores is a losing game. Nor will salvation come from suppliers, particularly print media businesses, who, despite their historical role, seem to have little vested interest in our future.
The good news is, we’re already seeing innovative newsagents across the country reaping the rewards of focusing on premium, unique products. They’re not obsessing over the lowest price point, but instead, they’re smart about margins and embracing the age-old wisdom of “find a need and fill it.”
Think beyond the traditional newsagency offerings. Imagine stocking clothing, high-end gifts (think $300 and beyond), carefully curated books (not just remaindered titles), quality cookware, or highly sought-after collectibles. These are the kinds of products that will draw customers in from far and wide, products that many suppliers might not even associate with our channel today.
Of course, everyday items like stationery and greeting cards will still play a part, but their success will depend on your savvy purchasing and pricing strategies. Consider this: selling stationery to someone who needs it is one thing, but selling to someone who loves it? That’s a whole different ball game, and a much more profitable one.
The beauty of this new landscape? There are no borders, no rules, no boundaries. What you sell is limited only by your imagination and how you present it.
Then there’s your narrative. This is the story of your business, the “why” that resonates with your customers. A shopkeeper simply puts products on shelves. A retailer with a compelling narrative builds trust and connection. Customers understand your values, they love being in your space, and they want what you offer.
Your narrative is woven through your product selection, your in-store displays, your social media presence, your website, and, most importantly, your own personal interactions with your customers. But remember, your narrative isn’t static. It needs to evolve with you, with the times, and with your local community.
Finally, let’s talk about how you sell. In today’s world, having a strong online presence is absolutely essential. If you’re not online, you’re missing out on a world of opportunities.
We’re living in an age of immersive retail, where customers crave experiences and emotional connections. This is where your narrative truly shines. A writing pad in a basic newsagency is just a writing pad. But that same writing pad in a store with a strong narrative? It becomes something more, something desirable, something worth paying a little extra for.
The more your shop, both physical and online, engages your customers’ senses and emotions, the greater your success will be.
The future of the Australian newsagency rests on our collective ability to be smart, engaged, and creative. It’s about each of us making our own shop the best it can be. The result won’t be a uniform channel, and that’s perfectly fine. What matters is that you build a thriving business that resonates locally and online.
To those who resist change, who cling to the past, I say farewell. The old-school newsagency is fading fast. Time will inevitably catch up. This means we’ll likely see a reduction in the number of newsagencies over the next year.
But to those who are ready to embrace the future, know that you’re not alone. Many of us in the channel are eager to help and support each other. Reach out, connect, and let’s work together to ensure the continued relevance and success of our vital local businesses, no matter how diverse our product mix or what we choose to call ourselves.
A final thought: While some might argue that the “news” in newsagency is no longer relevant, the name itself isn’t the most critical factor. It’s what your shop shows itself to be that truly matters. That being said, a locally relevant name often resonates more than a generic national one.
And finally, we haven’t made a concrete prediction here about the future of the channel. Deeper thoughts about this are for more private discussion.
