The TV ads for the new build a model BMW part series are still running and issue 1 has sold out. The upside is that the TV campaign promotes this publication as only available in newsagents. The downside is that it has been launched nationally without any trial – meaning that supply quantities are based on guesswork, leaving many newsagents without stock. We have been out of stock since lunchtime on the first day with no hope of additional stock. I understand the Australian distributors are endeavoring to address the situation.
What makes this more interesting is that it is the first partwork publication in a while which appeals predominantly to males. They ask about it quietly, as if embarrassed to be buying a model car magazine. Their reaction when told it has sold out is memorable. Women when told their partwork (make-up, paper craft etc.) is sold out is practical. The blokes get all sooky.
Newsagents love partwork publications. They are a vital traffic generator supply issues notwithstanding. The importer, their UK publishers and the Australian distributors need to sort out supply and stock management issues if partworks are to remain viable.