More fool us I guess. We took on the Bake cookbook published under the Australian Women’s Weekly brand. We knew the majors would have it but did not expect Big W to sell it at 50% off. Yes, more fool us I guess. The folks at ACP would know the deal done with Big W when offering this title to newsagents. Rather than us looking expensive, again (and as usual) we could have been given a deal to allow us to compete or have been warned off. rather than looking expensive, Bake in our newsagency is now a true loss leader.