I had a discussion with Terry Thelwell of Lovatts at the NANA Newsagent of the Year Awards in Sydney last week about the poor behaviour of some newsagents in early returning magazines. Terry and I have discussed this often and the data Lovatts has of newsagents early returning to a point where they have considerably less on the shelves than their usual sales of titles.
Lovatts is not alone experiencing ill-considered early returns where newsagents deny themselves sales they would have achieved. Many publishers have told me their stories and other stories about newsagents who then call saying they need more stock – because early returns too much stock.
The purpose of this post is to open the topic for magazine publishers to share their comments about early returns. Ideally, I’d like to see specific examples of where newsagents have hurt themselves through ill-considered early returns.
This is a serious topic because it could drive a self fulfilling prophecy about magazines in newsagencies. The poor behaviour of some could ultimately see a publisher or more flee our channel.
So publishers, share your stories…