Emporium magazine, the vanity magazine from Myer and being sold through newsagents as a secondary channel appears to be a dud if the sales data I have seen is anything to go by. I am seeing sell through rates of 10% and less so far.
New titles are expensive for newsagents. We carry them on the shelves for, often, two months, only to find sales not as good as hoped – meaning we wait another month or two to claw back the returns value. We’re our of the cash for three or more months.
This is where a magazine czar could help us by controlling the titles which have access to our network.