Placing Quarterly Essay with newspapers helped drive sales, a sell out in one store and sure to in another. Acting on a title based on news coverage – and this issue of Quarterly Essay sure got great coverage – makes sense and is another way of making magazines more profitable for newsagents.
Got a phonecall from Network saying “we notice that you have sold all your Quarterly Essay – would you like some more”
I said “yes please” as it has been an excellent seller for us but it got me thinking – how come they know when I’m
sold out (xchangeitedi of course) SO HOW
COME THEY DON’T ACT ON THE STUFF THAT I RETURN BUCKETS OF AND CONTINUE TO GET DAY AFTER DAY, WEEK AFTER WEEK AND I CHANGE IT AND THEN IT GOES BACK TO THE ORIGINAL QUANTITIES?
They obviously have both lots of info if
we are using xchangeitedi but they refuse
to act on the negative and only want to
do their re-orders and Sales based replenishments (which often come on a
Friday when the new one is due on Monday)
The targeting of product is and always has
been, a vexed one but the distributors have control of xchangeit and they still
abuse the privilege of our retail premises
with both under and oversupply.
IT SHOULDN’T BE THAT HARD TO GET IT
RIGHT AND 53% RETURNS RATIO IS TOTALLY UNACCEPTABLE.
Surely we are going to see some changes
here with the magazine publishers?
June there will be no change while we have a system based on the current revenue model for magazine distributors.