We 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.
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.
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.
Try offering it to all your Harry Potter customers as an add-on sale to their partworks magazine.
Excellent idea Geoff!