Decoupling your newsagency business from the newsagency channel

This advice has been prepared by Stride Retail Pty Ltd (trading as newsXpress) for members. It is not to be shared with any other party without permission from Stride Retail Pty Ltd.

We created this article to bring our advice on decoupling together in one place. For the regulatory side, such as changing your business name, company name and more, please see the separate advice in our knowledge base.

Brief summary

• The newsagency channel is in structural decline. Newspaper and magazine sales continue to fall at double-digit rates, and lottery purchases are being moved online.
• We believe the channel will be gone by 2036. Businesses still identified as newsagencies when major closures happen will be hit hardest.
• Decoupling puts you in control. It means changing what you sell, how your shop looks and, eventually, what it is called, so shoppers no longer see you as a newsagency.
• Let go of what ties you to the channel. Review services like home delivery, bill payment and parcel pickup, and watch ink and toner closely. Replace them with giftable categories and your own local merch.
• Plan first. Declutter, set a budget, bring your team with you, write an 8-week plan and act on it every day. Change the name last.
• Work through five jobs and track four numbers. Move as quickly as you can. Check the numbers every month so you know the change is working.
• Start now. Do not wait until 2028 or 2029. The earlier you start, the more choice you have.
• You are not doing this alone. Book a free one-on-one consultation and we will build a suggested plan with you.

In this article

• We are in this with you
• About Stride Retail
• Why decoupling matters
• Indicators of decline
• A note about convenience and tobacco
• Types of decoupling and how to choose
• The timing of decoupling
• How lotteries and Australia Post affect decoupling
• Services that tie you to the channel
• Check your lease
• The recommended approach
• Telling your customers and staff
• The five jobs of decoupling
• How to choose a new name
• Where to reallocate space
• Create your own local merch
• How to measure progress
• Decoupling and the value of your business
• I have no idea where to start
• I want my business to remain a newsagency
• Frequently asked questions
• How we can help

We are in this with you

We appreciate this can feel scary. Many of you have spent years, some of you decades, building your newsagency. Hearing that the channel has no future is hard.

We are in it with you. Our own business started as a newsagency group, and we are making the same shift ourselves.

The reality is that the future of a newsagency, or a newsagency-focussed business, is a decline to nothing. So we know that change is essential. We will help and support you.

Key takeaway: You do not have to work this out alone. We will help you plan the change and stay with you while you make it.

About Stride Retail

Stride Retail Pty Ltd is the new name of the business previously named newsXpress Pty Ltd. We changed our business name in September 2026 as we moved to reach more retailers than only newsagents, including independent garden centres, gift shops and homewares stores.

We chose the name Stride Retail because it reflects motion. Our tagline, Local. Going Places., reinforces this focus on forward motion. We are not specific about places because, like any business, we need to go where there is opportunity.

We wanted a company name that does not limit what kind of retail we can support. Our suppliers have strongly backed the change.

What this means for you

Nothing changes immediately for your business. newsXpress is a registered brand and trade mark, and you can keep trading under it if you choose. We still support newsagents.

Why is it important for newsagents to decouple from the newsagency channel?

The core pillars of newsagency businesses are crumbling:

• Negative media coverage. News outlets keep running stories about newsagencies closing or failing to sell.
• Print decline. Newspaper and magazine sales continue to fall at double-digit rates each year.
• Lotteries moving online. The Lottery Corporation is working to move in-store shoppers online, and in-store lottery performance is flat to declining.
• More closures. Newsagency closures are speeding up.

We want you to control your own destiny. Decouple while you are in charge of the timing, rather than waiting for others to force it on you.

Indicators of decline impacting newsagents

Newspaper closures

The closure of a capital city daily newspaper will hit the newsagency channel, and news media in Australia, like a tsunami. If your business is identified as a newsagency when that happens, you will be negatively impacted.

Magazine publishers moving away from print

Are Media, the largest magazine publisher in Australia, has been up for sale since mid-2025. While it seeks a buyer, it continues to move the business away from reliance on print and to cut print-related costs. In our view, these actions devalue magazines in newsagency businesses.

Key takeaway: These signs are public, and more will follow. If you act early, you choose how and when your business changes.

A note about convenience and tobacco

We know some of you will see tobacco and convenience as a solution. We do not see any evidence of this in trading data.

Convenience and tobacco businesses are easy to compete with. Supermarkets, service stations and dedicated convenience chains already own this space, and they compete hard on price and opening hours. Moving in this direction swaps one declining position for another that is crowded and hard to defend.

We would rather help you build a shop people make a special trip for, because it has products they cannot easily find elsewhere.

What types of decoupling are there, and how do I choose?

1. Complete reassessment (recommended)

This means rethinking the whole business from the ground up, with your eye on the future rather than the past. It covers:

• What you sell
• How the shop looks
• What the shop is called
• What is around the counter and in the window
• What staff wear
• How you answer the phone

Some members use this to move into a different format altogether. Formats that can work include:

• Café
• Gift shop
• Homewares store
• Clothing store

The right choice depends on your location, your shoppers and your space. We can help you work it out.

Newsagency signals to remove

Walk through your shop as a shopper would, and look for anything that says "newsagency":

• Newspaper stands and racks at the door or counter
• Lottery signage visible from the street
• Large magazine walls
• Supplier-branded signs and posters
• A cluttered counter full of impulse lines
• Old "newsagency" signage, inside or out

2. Category-level decoupling

Quitting magazines is one example. If you sell under $50,000 worth of magazines a year, it is likely you are losing money on them. Dropping the category makes a statement, which makes it a good place to start.

Only make that statement once you have other product categories in-store to fill the space and the traffic.

3. Introducing products newsagencies do not sell

This is where many newsagents trip up. They add products that are new to them, but not new enough to change how shoppers see the shop.

You need products and services that make people say, on seeing them, "Didn't this used to be a newsagency?"

4. Name change only (not recommended)

Changing the name without changing the business does not work. People will still see your business for what it is.

Key takeaway: The test of any decoupling step is simple. Would a shopper walking in today still think they are in a newsagency?

The timing of decoupling

Start now. Do not wait until 2028 or 2029, when the decline will be further along and your options narrower. Once you start, there are two approaches that work:

• Steady progress. If you are decoupling ahead of a major event, such as a newspaper or major magazine closure, work at your own pace. Just make sure you make progress every day.
• A fast reset. Run a large clearance sale, create plenty of space, bring in completely different products and rename the business, all within one month. Only rename once the shop itself has changed, so the new name matches what shoppers see.

How agencies like lotteries and Australia Post challenge decoupling

If you sell lottery products or run an Australia Post outlet within your business, shoppers will see these ahead of any changes you make. This works against your decoupling efforts.

It is what it is. If you have one of these agencies, you will need to work harder on layout, signage, window displays and product mix to change how the shop presents.

Services that tie you to the channel

Some products and services traditional newsagents offer tie you to the newsagency channel. We see no future in them:

• Newspaper home delivery
• Subagents
• Bill payment
• Parcel collection and pickup

These are all fractional transactions: small, low-margin sales that take staff time. They are often defended because they supposedly bring in people who then buy other things. There is little evidence that these visitors are financially efficient for your business.

Check this in your own data. Look at what each service earns, how much staff time it takes and how often those customers buy anything else. If the numbers do not stack up, plan your exit and use the time and space for categories that earn more.

Parcel collection here means acting as a pickup point for courier and parcel networks. An Australia Post outlet is a separate agency, covered in the section above.

Key takeaway: Traffic only helps if it spends. A shopper who comes in to collect a parcel and leaves with nothing else costs you money.

How to exit a service

• Check your agreement for notice periods and any other exit terms.
• Do not count on selling a home delivery round. It is unlikely to have any sale value, so plan to close it rather than wait for a buyer.
• Tell affected customers well ahead of the finish date, and point them to another provider where you can.
• Plan what you will do with the time and space you free up.
• If the change affects staff hours, see the section on telling your staff below.

Printer ink and toner

Ink and toner is a category in decline. This is partly due to the behaviour of printer companies, such as selling ink direct to consumers, and partly due to the move to digital. What you experience will depend on your location.

If you sell printer ink and toner, our advice is to:

• Watch the category carefully
• Not over-capitalise on stock or fixtures
• Be ready to exit when your numbers show it is no longer profitable

Check your lease

Check the permitted use clause in your lease. If it names newsagency lines, it may restrict what you can sell or the format you can move into.

We recommend working with your landlord to agree a broader permitted use that fits the business you imagine. Do this early, before you commit money to new ranges or fit-out. We are not lawyers, so get your own legal advice on any lease changes.

Decoupling: the recommended approach

First, test our view for yourself

Check whether you agree with us that the newsagency channel will be gone by 2036. Ask yourself:

• What are the stories about newsagency businesses saying?
• How are magazines managed? Does the distributor treat them as a growth category, or not?
• Are you making more money from newspapers this year, or less?

Then, take these six steps

1. Declutter. Clear out everything that is not selling. Remove old fixtures you have been holding on to. Stop tasks that are not essential and that you only do out of habit. Pay extra attention to anything that is newsagency-specific. The goal is to create space and time. For help clearing old stock, see our separate knowledge base article on this.
2. Budget. Work out what you can spend on new products and on physical changes to the shop.
3. Assemble the team. Talk to everyone who works in your business. Outline what you are thinking. Listen to their suggestions. Work to have everyone focussed on the same goal.
4. Create your game plan. Write a weekly plan 8 weeks out. Make sure every week includes actions in and on the business that move you towards decoupling. This could be bringing in new products, or replacing fixtures that scream "old shop" or "newsagency" with pieces like a dining table and chairs, a couch or other furniture to display the products you sell.
5. Act every day. Take a step forward on the plan every single day.
6. Change the name, later. Down the track, and not too soon, change the name of the business.

Key takeaway: The name change comes last. Shoppers need to see a different business before a different name means anything.

Telling your customers and staff

Customers

Your regular customers will notice the changes. Tell them what is changing and why, before they find out for themselves:

• Put a simple sign at the counter explaining what is new and what is going.
• Post about the changes on your social media, and show the new products.
• Give staff a short, consistent explanation to use when customers ask.

Staff

• Involve staff early, as set out in the six steps above.
• Train them on the new categories so they can sell them with confidence.
• If exiting services changes staff hours or roles, check your obligations under the General Retail Industry Award before you act, and talk to us if you are unsure.

The five jobs of decoupling

The six steps above get you moving. The five jobs below make the change last. You can work on several at once, and the faster you get through them, the sooner your business stops depending on the newsagency channel.

1. Find the share of gross profit (GP) that others control. Work out how much of your GP comes from products where someone else sets the price, the margin or the rules, such as newspapers, magazines, lotteries and agency services. This is the part of your business most exposed to decisions you cannot influence.
2. Rebalance the floor. Give your best space to the categories you control and that earn the most per square metre. Shrink or remove the space given to declining categories.
3. Create your own traffic. Stop relying on newspapers and lotteries to bring people through the door. Give shoppers their own reasons to visit through seasonal events, new ranges, window displays, social media, your Google Business Profile and local partnerships. Our Seasonal Edge campaigns, fully funded by us, help here. Their focus is attracting new shoppers to your shop.
4. Change the name and identity. This comes fourth, once the shop already looks and trades like a different business.
5. Decouple the business from the owner. Build systems, routines and staff skills so the business can run well without you there every day. A business that does not need you every day is stronger, gives you your time back and is easier to sell.

Key takeaway: Each job cuts your reliance on someone else, whether that is a supplier, an agency or you.

How to choose a new name for your business

Take your time. Your new name needs to last, so think beyond what your business is today and towards what it could become.

What a good name looks like

You want a name that is:

• Flexible: it still works if your range changes in five years
• Memorable: people can recall it after seeing it once
• Sensible: easy to say, spell and search for
• A bit of an earworm: it sticks in people's heads

The best name is one where people see it and have no idea what the business sells. That curiosity is the point. The goal is to get people to come in and explore the shop.

Avoid product category names

We recommend against names that reference product categories, such as "cards", "gifts" or "news". They restrict you. If your range changes, your name no longer fits, and you face another rebrand.

Look at major business rebrands for ideas. Dunkin' Donuts dropped "Donuts" from its name so it was no longer tied to one product. Some of the best-known brand names are made-up words, such as Kodak and Etsy.

Who to ask for advice

• Ask people from the demographic you want to attract. If you want younger shoppers, ask younger people, not your regular customers.
• Do not ask your lawyer or accountant. They are valuable for legal and financial advice, but choosing a name is a creative decision.

The practical checks

Before you commit, make sure the name is available for a website domain and for business name registration. See our separate knowledge base advice on the regulatory side of changing your name.

Key takeaway: Choose a name that makes people curious, will not box you in and sticks in the mind. If a shopper sees it and wonders what you sell, you are on the right track.

Where to reallocate space

Clearing space only pays off if you fill it with products that earn more. These categories work well for members:

• Greeting cards, especially as a destination range
• Gifts and homewares
• Toys, games and jigsaws
• Collectables, such as coins
• Stationery and gift wrap with a gift focus, rather than office supplies

Greeting cards are not a legacy category

Because cards have always been part of the newsagency, some see them as a legacy category. They are not. Card sales continue to grow.

Card designs keep evolving, and your card offer should too. Refreshing your range with new designers, styles and occasions helps you reach more shoppers.

Younger people are buying more cards when shops stock ranges they like. If your range looks dated, they will shop elsewhere.

Journals for younger shoppers

The same applies to journals. Younger shoppers are buying more journals when the range is not aimed at older shoppers or traditional looking. Stock designs that appeal to them, and display journals alongside your cards and gifts.

Categories that bring in new shoppers

The categories below are strong. They bring in net new traffic, meaning people who would not otherwise walk into a newsagency, and they sit comfortably next to what you sell today:

• Pet fun products: toys, clothing and play items
• Pet food: a regular purchase that brings shoppers back often
• Books: new releases, local authors, children's books and cookbooks
• Secondhand books: low entry cost, strong margins and a reason to browse
• Greenlife: indoor plants, succulents and potted herbs
• Gardening tools: hand tools, gloves, watering cans and kneelers
• Plant seeds: vegetable, herb and flower seeds, including heirloom and native varieties
• Cookware: kitchen tools, utensils, serveware and aprons
• Condiments: sauces, relishes, jams, oils and spices, especially from local producers

Anything related to these is worth a look too, such as pet accessories, bookmarks and reading lights, planters and pots, garden décor, tea towels and recipe journals.

Think of every category as giftable

Whatever you add, buy it and display it with gifting in mind. For example:

• A plant in a quality pot with a gift tag
• A seed collection packaged as a garden starter kit
• A cookbook paired with a local condiment and a tea towel
• A pet toy and treat bundle for a new puppy or kitten
• A secondhand classic wrapped with a bookmark

Giftable products sell well next to your greeting cards and gift wrap. They lift the average sale, and birthdays and seasonal events give shoppers a reason to come back.

A simple test for every metre of space

Compare what a section of floor or shelf earns now in GP per square metre with what a new category could earn in the same space. If the new category is likely to earn more, and it moves your shop away from looking like a newsagency, it is a good candidate.

Our close to 150 preferred suppliers can help you trial new categories with sensible opening orders.

Create your own local merch

Your own merch, built around your local area, connects you with your community. It also gives you a point of difference, because no one else sells it.

What to feature

• Local attractions, such as beaches, parks, landmarks, trails and events
• Local sayings, nicknames and in-jokes that locals recognise straight away
• The area more broadly: the town or suburb name, the postcode, local wildlife and local history

What works well

• Vinyl stickers: low cost, easy to display near the counter and a popular impulse purchase
• Caps: sell well to locals and visitors
• T-shirts: every one worn around town promotes your area and your shop

Appeal to every shopper

Design for two audiences:

• Traditional shoppers: classic designs that show pride in the area, such as illustrations of local landmarks or a simple town name and date established
• Younger shoppers: designs with humour, such as a clever local saying, a playful take on a landmark or a joke only locals will understand

Start small with a few designs, see what sells and add more. Local merch also makes a strong gift for people who have moved away and for visitors wanting a memento.

We can help

We can help with merch design and advice. We bring our experience, and we can research your area to find the places and sayings locals will respond to. Contact us to get started.

Key takeaway: Local merch gives shoppers something they cannot buy anywhere else, and it tells your community you are part of it.

How to measure progress

Before you make any changes, record these four numbers so you have a starting point. Then track them every month. Compare each one with the same month last year, not just the previous month, to allow for seasonal changes.

1. Share of GP you control. The percentage of your GP that comes from products and services where you set the price and range. This should rise every month.
2. GP per square metre. Total GP divided by trading floor space. This shows whether your space changes are paying off.
3. Customer count. The number of transactions. This tells you whether you are creating your own traffic as agency and print traffic falls.
4. Average basket value. Average sale per transaction. This shows whether new ranges are encouraging people to spend more.

Your point of sale system should report all four. If you are not sure where to find them, contact us.

Key takeaway: If the share of GP you control is rising and GP per square metre is holding or improving, you are on the right track.

Decoupling and the value of your business

Buyers are wary of businesses that rely on declining categories. That is why many newsagencies are hard to sell today.

A business that earns most of its GP from categories it controls, and runs well without the owner present, is easier to sell and likely to attract a better price. So decoupling helps twice: the business trades better now, and it is worth more when you decide to leave.

When you are ready to plan an exit, our free exit support service can help you prepare, typically starting about a year out. There is no commission and no brokerage.

Decoupling: I have no idea where to start

If you know you want to start, do something. Think of the hardest thing for you to do, other than changing the name, and have a go at that. Once it is done, the rest will feel easier.

Or book a free one-on-one consultation. We have set aside team members for this, and you can meet by phone, email or Microsoft Teams. We will look at:

• Your local demographics
• Your current sales
• What your shop can hold and support
• Your rebranding options

From there, we will develop a suggested plan for you. At the very least, you will have ideas to choose from.

Decoupling: I want my business to remain a newsagency

That is okay. No one is forcing you.

We have a strong opinion about what newsagents should do. But we respect that your business is yours to control. Do what you think is right for you, and we will continue to support you.

Frequently asked questions

Will I lose customers?

You may lose some shoppers who only visit for newspapers or magazines. There are fewer of those shoppers every year, and many spend little else. A broader, more interesting range gives more people a reason to visit and to spend more when they do. Track your customer count and average basket value to see the effect for yourself.

What about my lottery or Australia Post contract?

Decoupling does not mean you have to exit an agency. Many members keep their agency and change everything around it. Before making changes that affect an agency, such as moving its counter or reducing its space, check the terms of your contract. If you are unsure, contact us and we can talk it through. We are not lawyers, so for contract questions you should also get your own legal advice.

How much will it cost?

It depends on how far and how fast you want to go. Much of the early work, such as decluttering, rearranging the floor and exiting loss-making categories, costs very little and can free up cash. Set a budget before you start (see the recommended approach above), and talk to us about planning your cash flow through the change.

How long will it take?

There is no fixed timeframe. Some members have completely reset their shop in a month. Others make steady progress over several months. Either way, keep moving every day.

Should I change my business name straight away?

No. Change the name only once the shop already looks and trades differently. A new name on an unchanged shop does not convince shoppers. When you are ready, see the section on how to choose a new name.

How we can help

As a member, you can use:

• Free one-on-one consultations. By phone, email or Microsoft Teams, with a team member set aside to help you.
• Whole-of-business review. We analyse your performance data, location, product reliance and floor space efficiency, then produce a strategic plan with you.
• Buying assistance and preferred suppliers. Access to close to 150 preferred suppliers to help you bring in new categories.
• Local merch design and advice. Help to create stickers, caps and t-shirts that celebrate your area, based on our experience and research.
• Seasonal Edge. Marketing campaigns, funded entirely by us, with a focus on attracting new shoppers for you.
• Cash flow support. Help to build a budget for your changes and regular check-ins as you work through the plan.
• Peer support. Around 30 newsXpress members are already decoupling. Our member meetings and private group are a good place to learn from them.

To get started, email help@newsxpress.com.au and ask to book a one-on-one consultation.