WHO is celebrating its birthday today with a 50% discount to its cover price. Time has done a great job getting information out to newsagents to promote the special issue and publiding momentum in the public. We decided to order more stock so we could make an impact and while the stock was available from the warehouse prior to today’s shipment we’re having to drive from Forest Hill to Laverton and back to get the extra 50 copies in time for the weekend. Network, the distributor, suggested a Monday delivery but that would be too late. The point of this is that driving for two hours for 50 copies (gross profit value – $31.25 – seems nuts. But you do it if you’re focusing on the magazine category in your store. Coles or Woolworths would not pursue business in such a micro way but then they don’t need to.