Let’s give a hand to 81-year-old Joyce Pugh, who was this week crowned the oldest papergirl in the world by the Guinness Book of World Records. At a time when news retailers are under increasing pressure with delivery costs and margins, it’s often the people at the last link in the news supply chain who bear the brunt.

According to the Direct Marketing Association’s annual survey, the amount of inserts placed inside titles in 2011 grew by 10 per cent with Sunday papers seeing a 31 per cent increase. This all adds up to extra costs for retailers.  It’s really important that publishers take a broad view of the category and make sure shops are properly rewarded for selling their titles, including the inserts placed inside.
In the meantime its important that retailers follow the sprightly example set by good old Joyce and keep a positive attitude.