Sales of Handyman magazine have collapsed in our newsagency. Yesterday we returned all but one copy of the last issue. This is at a huge cost to our business. The segment is over satisfied with local and overseas titles and the differences between the titles is not great. We will try and cut titles but not all magazine distributors attend to newsagent requests. This is where the distribution model is flawed – if a supplier does not allow newsagents to manage this part of their business then they should not expect newsagents to shoulder the financial risk.
I agree.
If a Newsagency has room for 100 titles/pockets, with three distributors sending titles all the time we should be able to make adjustments in what we carry (what sells for us and customer demand).
Say if they have a share each of 33 pockets and the data to see the performance of their 33 titles why aren’t these figures adjusted? AND why can’t we adjust them to make the perfect mix for our demographic/customer demand?
Mark, using this mag as an example, would it be possible to give us a breakdown of the costs involved in handling, marketing and returning that particular issue.
From in the door, to out the door.
As an ex-subby, I’d be interested in the overall expense involved.