Just Ask returns, first publisher signs up

DC Thomson is the first publisher to back the return of promoting ‘Just Ask’ and Shop Save initiatives in its editions. The new campaign, by Better Retailing’s sister title RN magazine, is in collaboration with the Professional Publishers Association (PPA) and backed by the Fed. It seeks to bring back initiatives that encour­age shoppers to ask at the counter if they can’t find the title they are looking for or would like each edi­tion of a title reserved for them to collect. Shop owners can then order in the requested title and make the extra sales when the customer returns.

The ‘Just Ask’ initiative was launched by Hearst and Condé Nast’s now-de­funct distributor Comag in 2004. Backed by the PPA and the Fed, it saw adverts in edi­tions and promotional material in stores promot­ing the messaging. This was backed by providing newspaper order forms and other resources for publishers to make setting up a shop save as easy as possible for readers. Merchan­dising for stores such as posters, window stickers and shelf-edge labels was also provided.

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Proven success

Research by Smiths News in 2010 showed the success of Just Ask schemes. However, they gradu­ally all but disappeared from stores and editions.

“Just Ask should be central to a retailer’s offer,” the Fed’s head of news, Brian Murphy, told Better Retailing. “The Fed was central to its initial success and was disappointed when it fell out of vogue.

“We will bring up this campaign in every con­versation with publish­ers through the Fed and Newspro. It should be an industry-wide, consumer-recognised brand that meets the standard set by HND Month.”

Declining sales

Recent data from Sey­mour showed that more than a quarter of maga­zine buyers have been un­able to find the magazine they are looking for at the newsstand. This is the single largest cause of lost magazine sales in shops.

Commenting on the new campaign, RN editor Jack Courtez said: “Now is the right time for publish­ers to protect their sales and stockists by bringing back in-store ordering through Just Ask. I encourage all stores to get behind the cam­paign and the publishers supporting it.”

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