Finding Ways to Keep Good Carriers

There are many reasons carriers give up their routes but there are ways to reduce this very expensive problem. Even with a high rate of unemployment in our area (8.4%) we still find it difficult to recruit and keep good carriers.

Since there has not been a home delivery price increase since 1994, carrier profit per customer is the same as it was 6 years ago.

Sending carriers a survey form when they quit their route can provide information that can be used to help current and future carriers.

One promotion called "Double Your Profit" seems to be working well. We record the carriers draw at the first of the month and again the first of the next month.

Carriers who have picked up new customers get two times the regular profit for these new customers. We run this for several months at a time and each month the new draw is compared to the first month. This way if a carrier gets two customers one month and three more the next he/she will get double profit for five new customers.

Another way to be considered is giving carriers a reduced wholesale rate for staying on the route. This works best if done six months to one year after the carrier’s start date. To qualify, a carrier must have a good service record and his or her bill must be current.

We also use hats, shirts and jackets as incentives to keep carriers on their route. The graphics department designed a logo that is embroidered on the clothing. Everything is top quality and only available to Times-News carriers. Even the publisher cannot get them.

The program is set up to reward the carrier after a certain number of months of delivery up to one year. At each increment the reward is greater. After one year the items of clothing are changed to keep interest high. This is an expensive program to run but the reward of reduced carrier turnover and reduced churn make it worthwhile.

While these things all can help reduce carrier turnover they will not work if your carriers do not feel they are being treated fairly by the newspaper. It is very important that district managers know this and understand that carriers are customers too.

Griffin is circulation director of the Cumerbland Times-News and serves on the MDDC Circulation Committee.