I heard from a newsagent this morning that they have received 285 copies of the Christmas issue of the Australian Women’s Weekly to go on sale tomorrow. Last year they sold 145.
Based on trend data from 2015, a supply of 185 would have been reasonable. If there is something truly amazing and unexpected about this issue then maybe 200 copies would have been okay.
285 copies is ridiculous, a waste of paper, time, space and money.
Some magazine allocations genius has decided to send this newsagency a 36.6% increase in supply. There is no explanation, no reason for the newsagent to think it is warranted.
I know if I speak with the folks at Bauer they will have an explanation, they always do. However, this type of oversupply continues and newsagents carry the cost. It is not good enough.
Bauer is part of the MPA and the MPA is making a big deal about a marketing campaign they are running next year to promote newsagencies. I think that investment is a waste unless they fix the oversupply issue, unless they respect newsagents through their actions.
I am constantly asked why newsagents are cutting magazine space. Here in this blog post is an explanation of the key reason.
Independent publishers need to pressure all publishers to stop this oversupply nonsense.
Here is exactly what the newsagent wrote to me. I am sharing it here to show the frustration they are experiencing:
Just arrived tomorrows mags as we received them today, we received 285 AWW ! Now I know it is the xmas issue but last xmas we got 209 and returned 64 copies. This would have to be the most blatant oversupply I have possibly seen. Plus there would have been approx 6 different Adult colouring mags as well. I might make a call to AWW today and make a complaint, not only is it wasting their money ( we top all mags ) its wasting mine as well
Is this unconscionable conduct?
Last year we sold 36 AWW at Xmas – we are allocated 93 this year
Same issue here.
Last year received 293 returned 65. Average around 190 per month. Tomorrow we are receiving 350 copies. What a waste of time for all involved. We don’t even have space to store that many. A lot of topped AWW tomorrow!!
same crap from gotch
10 copies of a new title TMIX+ at $19.95
had to google to find out what it was. what a waste
I have to buy Lucky Lotteries tonight, must be my luckiest day folks:). No over supply, only received 46 copy for Dec AWW, last year was 70 and return 19 🙁
phewww 119 copies
Their supply is well within the 55% efficiency rate for this title under the proposed terms being trialed.
Next year you will not be able to early return any under the new terms.
This demonstrates that sales efficiency rate are complete bullsh!t in determining supply.
I suspect the extras are from the pilot stores they couldn’t over supply so they had to send it somewhere.