What to do with Chess Life Magazine
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.