I had a customer ask on the weekend why some of our overseas magazines are current issues and others are old. He was pointing to Classic FM and BBC Music Magazine. Both feature Christmas music and both came in this month. While I had an answer, he has a point. If we are magazine specialists then we should have current issues. Out of date stock – two months out of date – makes our businesses look out of date.
It’s exactly the same here in Bangkok. We’ve just had the January editions of the imported UK food magazines arrive in the last few days. These were published in early December and, naturally, have Christmas-related covers. It just looks silly !