The early bird gets the worm, or so the saying goes. Good Health magazine came in a week ago and we duly displayed it in several locations and sold 60% of our allocation in the first five days.
Yesterday, we discovered that Good Health is the feature magazine for the ACP Connections marketing promotion this week. Too late I say. We’re now low on stock and while we could order more, they won’t come until Friday at the earliest by which time the promotion opportunity is lost since we would be a few days away from our next promotion.
Marketing promotions for specific titles need to be scheduled for the on sale day and not a week later. While the publisher will see this as me complaining, the alternative, and more appropriate, view would be that I want to maximise sales and that for most magazines this is early in the sales cycle.