The folks at New Idea were kind enough to give us a heads-up about their Steve Irwin tribute edition coming out tomorrow (Monday). This advance notice has enabled us to ensure that we received extra stock and are ready with display real-estate and materials to ensure we move it.
We know from sales decay data that we sell between 60% and 80% of all weeklies in the first day on sale so being ready is critical. The issue looks good, claiming a never-before-seen interview.
We will donate 5% of all sales of this New Idea and other Steve Irwin memorial product to his Wildlife Warriors Worldwide organisation. This 5% of retail value represents 20% of our gross margin.