The publisher of The Monthly magazine ought to look more carefully at sales data when developing allocations for their December/January double issue. We received double our usual supply last week. Last year, when they did this double issue, our sell through was 65%. While this is a good number, it is not do good when you consider the two month on-sale period. I’d be happy receiving half the stock this month and half next. Instead, they suck my cash and the cash of every other newsagent by loading us up front.
In my newsagency, The Monthly sells steadily through the on-sale period. This would be reflected in sales data provided to the distributor. A split delivery would not harm sales based on what I see. While there would be a higher distribution cost, that is a problem for the publisher. The current approach makes it a problem for me and other newsagents.
We Love your blog over here at the Monthly, Its always so informative.
Sales of the magazine are always particulary strong with our December/January issue and the majority of feedback we receive from retailers, including newsagents, is that the worst case scenario during this busy period is to sell out of hot titles. Our aim is to avoid this at all costs.
Your idea regarding a split delivery is something we haven’t considered before but its something we will look to implement with our December/January 2010 issue.
More than happy to discuss any ideas you have.
Cheers
Wil
Circulation manager
Wilr@themonthly.com.au
Ph: 03 9654 2000