As a retail industry expert and discerning shopper, I know that many people rely on pharmacies and convenience stores like Walgreens for quick access to newspapers and magazines. While the rise of digital media has reshaped the news business, there is still a consistent demand for print publications among certain demographics. In this in-depth guide, I will share my professional insights and research to help you understand everything you need to know about buying newspapers at Walgreens.
The State of the Newspaper Industry
To put newspaper sales at Walgreens into context, let‘s first examine some key data points about the overall health of the journalism industry. According to the most recent State of the News Media report from the Pew Research Center, the total estimated weekday circulation for U.S. daily newspapers (print and digital combined) in 2020 was 24.3 million, down 6% from the previous year.
Here is a breakdown of the trendline over the past decade:
| Year | Weekday Circulation (Print & Digital) |
|---|---|
| 2019 | 25.8 million |
| 2018 | 28.6 million |
| 2017 | 30.9 million |
| 2016 | 34.7 million |
| 2015 | 37.7 million |
| 2014 | 40.4 million |
| 2013 | 43.4 million |
| 2012 | 44.4 million |
| 2011 | 46.3 million |
| 2010 | 48.6 million |
As you can see, newspaper circulation has been on a steady decline as more readers shift to getting their news online. However, the 24.3 million figure shows that a substantial audience still prefers the print format. And that‘s where retailers like Walgreens come in.
How Walgreens‘ Business Model Incorporates Newspaper Sales
With over 9,000 stores across the United States, Walgreens is the second-largest pharmacy chain behind CVS. But unlike many other drugstores that have transitioned to primarily healthcare-focused offerings, Walgreens still maintains a strong front-end retail business.
In addition to the pharmacy, a typical Walgreens store stocks thousands of SKUs across categories like health and wellness, beauty, personal care, household essentials, and convenience items. This last category is where newspapers fit in – as a grab-and-go impulse purchase for customers looking to quickly get in and out of the store.
"Pharmacies have been selling newspapers, magazines, and other periodicals for decades as a way to drive traffic and boost basket sizes," says Linda Rosencrance, a retail analyst with Evergreen Insights. "It‘s a relatively low-cost, low-labor inventory item that caters to a specific customer need. Plus, getting the day‘s news goes well with picking up necessities like milk, toothpaste, and prescriptions."
Walgreens‘ annual reports show that front-end sales make up about one-third of the company‘s total revenue, with the rest coming from pharmacy and healthcare services. So while newspapers may seem like a minor offering, they contribute to the overall strategy of being a one-stop-shop for busy consumers.
Which Newspapers Does Walgreens Sell?
The exact newspaper selection at Walgreens varies by location based on regional preferences and distribution agreements. However, you can generally expect to find a mix of national dailies and local publications in most stores.
Some of the common national newspapers stocked by Walgreens include:
- USA Today
- The New York Times
- The Wall Street Journal
- Investor‘s Business Daily
These are typically available in major metro areas and high-traffic locations like airports and tourist destinations. Walgreens also carries the Sunday editions of many national papers, which often include extras like coupon inserts and magazine supplements.
As for local newspapers, Walgreens aims to carry the top one or two most popular publications in each market. This could include major city dailies, regional papers, or even community weeklies in smaller towns.
"We work closely with our newspaper distributors to curate a selection that matches the needs and interests of each store‘s customer base," says Emily Hartmann, a spokesperson for Walgreens. "Our goal is to provide convenient access to the news sources our shoppers know and trust."
According to data from the News Media Alliance, an industry trade group, the top 25 newspapers in the United States by average weekday print circulation are:
- The Wall Street Journal – 2,834,438
- The New York Times – 1,120,420
- USA Today – 726,906
- Los Angeles Times – 653,868
- The Washington Post – 634,951
- Tampa Bay Times – 634,951
- Newsday – 437,000
- Chicago Tribune – 414,930
- New York Post – 344,172
- Minneapolis Star Tribune – 325,439
- Houston Chronicle – 308,961
- The Dallas Morning News – 301,546
- The Denver Post – 300,524
- The Mercury News – 289,413
- The Philadelphia Inquirer – 268,457
- The Boston Globe – 254,572
- The Oregonian – 239,922
- The Orange County Register – 210,841
- The San Diego Union-Tribune – 206,628
- The Sacramento Bee – 203,018
- The Indianapolis Star – 196,792
- St. Louis Post-Dispatch – 194,406
- Pittsburgh Post-Gazette – 193,223
- The Detroit News/Free Press – 191,434
- The Kansas City Star – 191,047
While not every Walgreens location will carry all of these titles, this list provides a good sense of which major newspapers have the widest print reach. Walgreens shoppers in those local markets can likely find them in stock.
Pricing and Availability of Newspapers at Walgreens
One advantage of buying newspapers at Walgreens is that they are almost always sold at the standard cover price set by the publisher. Unlike some other retailers or newsstands that may charge a premium, Walgreens does not typically mark up the cost of newspapers.
"Selling newspapers is not a huge profit center for us compared to other categories," explains Hartmann. "We see it more as a service for our customers and a way to drive loyalty and repeat visits. Our approach is generally to price them at parity with other retailers in each market."
Of course, newspaper cover prices can still vary significantly by publication and location. A major national daily like The New York Times or The Wall Street Journal might cost $3 or more, while a local paper could be as little as 50 cents. Sunday editions are also usually more expensive than weekday copies due to increased page counts and additional inserts.
As for availability, most Walgreens stores receive daily newspaper deliveries in the early morning hours to ensure they are on the shelves prior to peak morning traffic. However, popular titles may sell out quickly, especially on weekends or during major news events. If you have your heart set on a particular paper, it‘s best to visit Walgreens early in the day or call ahead to check if it‘s in stock.
"We do our best to anticipate demand and order the right quantities, but predicting the news cycle can be tricky," says Hartmann. "If a store is consistently running out of a title, the manager can adjust their inventory levels for future orders. But in general, we operate on a just-in-time model given the daily print schedules."
The Psychology of Impulse Newspaper Purchases
So what drives a Walgreens customer to grab a newspaper on their way to the checkout counter? Retail psychology experts say it‘s a mix of habit, convenience, and the power of suggestion.
"For many people, especially older generations, buying a daily newspaper is a deeply ingrained ritual," says Dr. Richard Benton, a professor of consumer behavior at the University of Illinois. "They may not even consciously think about it, but seeing that stack of papers sparks an automatic impulse to pick one up as part of their regular routine."
Benton notes that this behavior is reinforced by the strategic placement of newspapers at the front of the store, often right next to the registers. This serves as a subtle reminder and makes it easy to add a paper to your basket without going out of your way.
"It‘s a classic example of point-of-purchase merchandising," he explains. "By putting newspapers in a high-traffic area where customers are already in a buying mindset, retailers can significantly increase the odds of an impulse sale."
Another factor is the perceived value proposition of newspapers as a relatively inexpensive source of information and entertainment.
"For a few dollars, you get a tangible product packed with content that can occupy your attention for hours," says Benton. "Compare that to other impulse buys like candy or magazines, which may provide a short-term boost but don‘t have the same substance. A newspaper feels like a smart, virtuous purchase."
How Walgreens Merchandises Newspapers
To capitalize on these psychological triggers, Walgreens employs a range of tactics to make newspapers as visible and enticing as possible. The specifics may vary by store layout and real estate, but here are some common best practices:
- Placing newspapers on racks or stands at the front entrance or along the checkout queue, often alongside magazines and other periodicals
- Using clear signage and labeling to highlight different titles and editions
- Organizing newspapers by category (national, local, business, sports, etc.) to help customers quickly find what they‘re looking for
- Cross-merchandising related items like coffee, snacks, or reading glasses nearby to encourage complementary purchases
- Training cashiers to ask customers if they would like to add a newspaper to their order as a suggestive selling technique
"The key is to make it as easy and intuitive as possible for customers to spot and grab a newspaper as part of their natural shopping flow," says Hartmann. "We are always testing different configurations and placements to see what yields the best results."
Opportunities for Innovation
Looking ahead, there are several potential opportunities for Walgreens to further optimize its newspaper sales strategy and adapt to changing customer preferences. Here are a few ideas:
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Digital integration: Partner with newspaper publishers to offer exclusive digital subscription deals or bundled print/online access for Walgreens customers. This could entice more tech-savvy shoppers while still preserving the in-store print experience.
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Personalized recommendations: Use customer purchase data and machine learning to suggest specific newspaper titles or sections based on an individual shopper‘s interests and past buying behavior. This could be done via the Walgreens app, email communications, or even on the store‘s digital signage.
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Experiential retail: Transform the newspaper section into more of a discovery zone with interactive displays, AR/VR demos, or special events like author signings or community forums. This could help attract new audiences and showcase the value of journalism beyond just reading the headlines.
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Print on demand: Explore the feasibility of installing high-speed printing kiosks that would allow shoppers to select and print individual newspaper articles or sections on the spot. This would reduce waste, enable more customization, and potentially open up new revenue streams for both Walgreens and its publishing partners.
Whatever the future holds, it‘s clear that newspapers will continue to be a mainstay of the Walgreens shopping experience for the foreseeable future. And with some creative thinking and customer-centric innovation, there is still plenty of opportunity to make the humble newspaper a hero of the retail landscape.
Conclusion
In summary, Walgreens is indeed a reliable and convenient destination for purchasing a wide variety of national and local newspapers. With over 9,000 locations across the country, the drugstore chain offers a familiar and accessible channel for readers to stay connected and informed.
While the newspaper industry as a whole continues to navigate the challenges of the digital age, Walgreens remains committed to supporting print journalism and serving the needs of its customers. Through strategic merchandising, competitive pricing, and a customer-first mindset, the company aims to be a go-to source for anyone looking to start their day with a trusty newspaper in hand.
So the next time you find yourself at Walgreens picking up a prescription, grabbing some snacks, or browsing the beauty aisle, don‘t forget to swing by the newspaper rack and see what stories are making headlines. You just might walk out with a fresh perspective – and a little more ink on your fingers.
