In retail, the saying stack em high and watch em fly is often pitched as a good strategy. There is evidence that this works with magazines. An issue can sell very well until you have one or two left and they will sit until the recall date. I have seen this happen where an issue has sold all but one or tow copies on the day of issue.
There are plenty of magazines titles for which we receive just one copy. Romantic Homes and Victorian Homes – the two in the middle of the photo – are single copy titles for my shop. It’s a problem because the pocket costs me the same whether it holds one copy or eight copies. Customer behaviour is such that these single copy titles are not likely to sell.
The distributor scale out algorithms are such that I am likely to be supplied for months, possibly years, before the title is cut.
So what’s the solution? My view is that if I am due to get a single copy then don’t send me any. However, I accept that such an approach denies the title the opportunity of building a customer base. Maybe I have to be flexible. The answer might be a scaled commission. If I am to receive one or two of a title, my commission ought to be, say, double. This gets my attention and demonstrates that the publisher is keen to work with me as I find customers for their title.
It could be that sending more titles is a solution. A smart distributor would cut in some areas so the title can be better supported elsewhere. While they say they do this, I am doubtful. A trial project built around a few titles could be established to test various approaches and find one which equitably serves publishers newsagents and distributors.
The current approach of all newsagents receiving titles in single quantity is disrespectful and financially expensive for newsagents.