Several newsagents have contacted me to say they have been oversupplied the latest issue of Elle with little regard to launch issue sales. This is not my experience with supply but to a reasonable level based on Issue #1 sales data. That said, Elle sales will need to grow considerably to warrant permanent space allocation in my newsagencies.
zero sales was supposed to get 10 today but didn’t show up and cannot find it on netonline to do a shortage . so i presume it will be running late up here
Sold 6 of the 21 supplied for issue 1. Allocated 14 of issue 2.
While I don’t have the sales data for the industry, I’d hazard a guess that a reduction of more than 33% was in order given the overwhelming response from newsagents on this blog regarding incredibly poor sell through rates.
Bauer have invested a lot of money and resources into Elle and made commitments to advertisers on the size of magazine and probably sales so obviously their have to push it hard. Issue one sales may not have been up to their (or our) expectations, however I’m carrying a lot of titles with low if not zero sales so I can’t see why I’d particularly give Elle the boot over something else. Who knows it may take a few issues to get traction in the market place.
That said if they send too many I will be early returning to a sane level.
I suppose you have to weigh up how much time effort and money you want to put into something for so far ,no return . 4 or 5 weeks without a sale to me = early return the next issue .