We received ten copies of the launch issue of Australian Home Technology in one of my newsagencies. Beyond receiving too many copies – given our sales of this type of title – we do not have a spare pocket in this segment. What do the publisher and distributor expect us to do? Either this title gets early returned or another title is returned early.
Publishers who complain about newsagent early returns need to look at their engagement in causing the problem through their title launches and product allocations.
On the launch of Australian Home Technology – it is frustrating that this has launched so close to Christmas. Newsagents will be too busy to support the title, to make space for it and to let shoppers know about it. the other question I have is one of relevance. Do we need the title?
Here’s what I want from magazine distributors:
- Control over new titles.
- Control over volume.
Since I am to be responsible for my level of indebtedness it’s only fair. Not having access to this will see more newsagents cut magazine space or exit the category altogether.
I have recently taken over more responsibility in our newsagency when my dad decided to semi retire, after reading many posts on this blog I took action and started cancelling magazines that had not sold in 12 months that we were still receiving, and then reducing our magazines from 880 pockets to around 850. (all with the hopes of increasing our range of beanie kid plush products)
I have only started with gotch titles and this will be the 4th wednesday.
The result?
So far I have cancelled 53 titles all of which we had not sold any in 12months some more, we had continued to early return these and it made no difference to the amount they sent, one title we were sent 9 copies even though we did not sell any.
I know that this was also our fault as we had not just cancelled the titles before this point but can’t the distributors also take action based on our data?
Today as I was unpacking our magazines I came across the bulk containing a partwork for which we have 6 putaways, I have received 4 copies, so what now? Not only do I not have enough copies for my put away customers but I also don’t have any other copies to sell to other shoppers.
Why do they send me 53 titles in a month I do not want or need but short me on a guaranteed sale?
Jessie, This is a good example of the sick magazine distribution system. Go back to the distributor ASAP. Let me know by email if this does not work for you.