This graph shows average daily over the seven days for Take 5 magazine for 3 months (red) in 2005 compared to the same period (black) in 2004. The graph shows the critical importance of day of issue (far greater than many in the industry think). The graph also compares average daily sales from 2005 with 2004. You can see the sales growth we have achieved: most of this is on the first day. Our growth is due to our magazine club card promotion and we expected to see growth spread across the seven day shelf life.