Australian Newsagency Blog

A blog on issues affecting Australia's newsagents, media and small business generally.

What to do with Chess Life Magazine

Mark Fletcher
November 28th, 2008 · 4 Comments

oct08clmcover.jpgWe received Chess Life Magazine today for the first time from NDD, two copies.  The price is $9.95.  The US price is $3.95.  This title has a sixty day on sale.  We don’t sell any chess magazines.  We don’t have any titles with which this could be placed except for, maybe, poker or hobbies.  Had I been given the opportunity to decide for myself about this title I wold have considered what else I could get to create a story – but not right now, I would have given the title as crack in the new year when there is more time, space and cash.  Not giving newsagents such a choice means that this title will be treated respectfully – it’s fuel for the magazine distribution machine.

But back to the numbers for Chess Life.  I need to sell the two copies in 30 days to break even.  To do this I have to invest more time to manage the title.  For a single title it is not worth it – which brings me back to wanting to manage the broader opportunity for other titles which could fit with this.

If NDD wants to cut a deal to bring in Chess Life they need to carry the risk.  The current magazine supply model makes ittoo easy for fringe titles like this to be placed with us.

0 likes

Category: magazines · retail

4 responses so far ↓

  • 1 Wen // Nov 28, 2008 at 3:30 PM

    Niche titles are the what we are trying to build on as a magazine specialist. What would be your deciding factors for accepting titles like Chess Life?
    Is it as simple as being able to fit it into a category, or ensuring the cost of shelf space can be covered for the duration of on-sale or are there other factors which you take into consideration.
    I know this post isn’t about niche titles in general, but it would be helpful to know how another magazine specialist thinks.

    0 likes

  • 2 Brett // Nov 28, 2008 at 3:52 PM

    Don’t know what Mark will say Wen but its a great question. For me I am willing to hold some titles that may not sell well but assist in telling MY story, that of being that place to come for a magazine.

    The commercial rub is attaining the balance between being the place to come and being broke.

    0 likes

  • 3 Geoff // Nov 29, 2008 at 9:28 AM

    Try offering it to all your Harry Potter customers as an add-on sale to their partworks magazine.

    0 likes

  • 4 Mark // Nov 29, 2008 at 9:30 AM

    Excellent idea Geoff!

    0 likes

Leave a Reply

Your email address will not be published. Required fields are marked *

Reload Image