Maximizing Single Copy Through Outlet Growth and
Target Marketing Program
Newspapers are a new product each day. They need to be
aggressively marketed through the maximum number of outlets with the draws and
To maximize single copy sales the following procedures are
recommended to target new outlets and increase sales at existing outlets.
on a map the location of existing sales outlets such as vending machines,
dealers and human vendors.
the cross-reference city directory or phone book to determine if all
possible outlets are selling newspapers. Develop a list of potential
traffic patterns to determine if the location of sales outlets correlates
to traffic flow during peak sales hours.
each street with significant traffic flow to determine if additional
locations for OTC outlets and vending machines can be found.
new outlets where necessary to maximize market coverage.
the product at each outlet. Supply sales aids as necessary to provide
maximum product visibility. These should include window decals,
register decals, point of interest posters and racks.
ROP ads to promote existing outlets and purchasing of the newspapers at
these outlets, especially in non-subscriber products.
ROP ads to promote the location of vending machines and 24-hour stops and
purchasing of the newspaper, especially in non-subscriber publications.
sales pattern at each outlet varies on a daily basis. The draw for each
outlet should vary on a daily basis to coordinate with this pattern.
daily sales pattern will vary based upon product content. In most markets
on the days when the food coupons appear a significant increase in sales
can be realized.
and returns should be adjusted according to pre-established return
guideline percentages. In most cases it is too costly to attempt to adjust
all outlets so that none sell out. A guideline of 25% sellouts (of total
outlets) on a daily basis is realistic.
can be forecasted based upon periods of the year when sales are increasing
or decreasing. Plan to anticipate sales patterns by adding or cutting
papers, accordingly. Holidays, plant closing, weather, and sampling
programs reduce single sales.
single copy draws at primary outlets with major newsbreaks. Ask the news
department to make you aware of potential big-selling stories.
and be aggressive. This is a business of selling a product on a one-by-one
basis. The person in charge of single copy sales must understand this. Do
not lose sales due to continual sellouts at the same outlet. The potential
customer may switch to the competition.