The newsagent who sent me this evidence of oversupply of Wheels magazine must be wondering if this is payback for some offence as there is no logic behind Bauer Media’s decision to double supply of Wheels magazine. There is no evidence in the data either. Look at April, Bauer bumped supply from 4 to 8 even though at 4 they were not selling out. The newsagent feels helpless. They also feel their work in ensuring accurate sales data is wasted.
Bauer is the driving force behind the MPA supply rule change trial, a trial with a rule of no early returns.
Bauer Media does not need any trial to sort out its own systemic oversupply to small business newsagents. No, all it needs to do is change its practices.