Further to my post yesterday documenting a case of magazine oversupply, here is another example – for The Puzzle Wizard World of Crosswords. As the data in the photo from my newsagency software shows, sales have been volatile. However, not sufficiently volatile to justify an increase from fourteen copies to seventeen as has just happened.
Click on the image for a much larger version.
I can’t see any justification in our net sales for the supply of three additional copies. Sure we sold out of 12 copies for the February issue but this was a once off. The two issues immediately prior sold six and nine copies respectively. The two issues after the sell out of twelve copies sold eight and nine copies respectively.
So, why the increase from fourteen copies to seventeen.
If the justification from Gordon and Gotch is that this is what their allocations system determined then they need a better system. If it is because they had to allocated the stock supplied by the publisher somewhere then their system is broken. If it is because an allocations staff member decided we could sell the stock then they need re-education.
It offends me that a company with no financial risk in my business can spend my money in this way.
Is what has happened here with The Puzzle Wizard World of Crosswords an example of oversupply of magazines? I think so. Take a close look at the data and see what you think.
The best way magazine distributors can respond to this type of blog post is to change their behaviour.
heres is one that stands out for me (amongst many) readers digest is not a seller for me. yet I keep getting them after trying to cancel or atleast reduce supply.
sometimes they make the shelf, sometimes they get early returned, just depends on what space I have.
http://img823.imageshack.us/img823/5171/phototf.jpg
As another example (and I’m sure everyone could provide plenty) I’ve just arrived our magazines for tomorrow & found that NDC has allocated me 9 copies of Rugby League Week,an increase of 7 over our usual supply, when I only ever sell 1 – and that’s when it’s Rugby season!
I am quite convinced that the “extras” that
we are receiving with great exuberance are coming from the closure of Borders and A & R. The publishers have not reduced their print runs and they are expecting that
the print run is all distributed and that is what is happening.
It is too coincidental and to easy for them to do so no conspiracy theory here – just
a plain fact
That’s nothing. We sell average 15 Rugby League Week when we are in football season and tomorrow we are being sent 45. Two over average supply is quite normal for us
Talk about over supply. I am still waiting for a reply from Gotch re the OVERSUPPLY of outback magazine
Apr/May
Rec 290 Ret 75
June/July
Rec 280 Ret 97
Aug/Sept
Rec 310 Ret 137
Oct/Nov
Rec 335 Ret 62
Current
Rec 352 Ret ?
What a great way to increase your cash flow
Even though I was told that I could not early return I will be doing so immediatly and demanding a credit for the cost of returns
The question is have you gone onto the website and told them how many you want? Or have you left it up to them, because the progression has been there for more than this month!
YEP OUTBACK MAGAZINE ORDER TODAY HAS GROWN 100% AND SO HAS MARIE CLAIRE
My Outback experience:
Got 70 ret 36
Got 78 ret 36
Implemented Quantity change – could only do 3 months
Got 45 ret 4
got 45 ret 3
got 45 ret 7
Bingo system reverts out of the time limit on change
Got 60 ret 18
got 63 ret 24
today got 75
So : quantity change works BUT reverts to the old status when it ends, taking NO NOTICE of pull requirement.
This is why I don’t bother with qty changes with Gotch, for all the effort, in 3 or 4 months it will go back to what they want to push on you anyway, and I need to spend time selling stock, not fiddling with it.
Shaun and Narelle
I agree with all the Mags you both list.
Outback 72 sent forecast sales GG 39 was going to early return 15 however I got delivered 1 bulk short so I will ask for credit. Outback is regulary oversupplied and going back as a full it ain’t cheap.
Rugby League week Order doubled and exactly the same happened last year when I rang Rugby League Week to see why I got told they wanted to talk about the Best season ever and the best season ever to come. No doubt a phone call now would get the same spin. Last year returned half and sold the last one for School Book Coverings 2 days before it was due of the shelves. This year will early return half. Also note return date 20/02/2012. Not till the start of next season.
Marie Clalire doubling of supply withoiut the sales to warrant it.
Jack, you would think 220 would be a more reasonable quantity (and argueably that still may be too many copies) with you ordering more if sales look good. If this excess was warehoused by the distrributor they would be availabe to any nusiness that needed to re order. Unfair on you and short sighted by the distributor.
hz – you are spot on “i need to spend time selling stock, not fiddling with it”. Thats the damn problem with this industry IMO – too much time and effort wasted on these issues leaving little time and energy to promote and generate sales for the business
The Rugby League Week increase is due to it being the season preview with a shelf life to feb next year. By rights it should not be considered part of the weekly cycle.
Yes I know that Mark but in a mid sized country town once all who want it have it (the usual buyers) the chance for extra sales from blow ins is very small. Last year I retuned half and sold the last one 2 days before return date. I was interested so I watched it and asked the buyer of the last one why they brought it. I hope to achieve the same this year.