Magazine article Folio: the Magazine for Magazine Management

Reduce Draw without Sacrificing Sale

Magazine article Folio: the Magazine for Magazine Management

Reduce Draw without Sacrificing Sale

Article excerpt

All it takes is store-level sale and draw data, statisticians and industry-wide cooperation.

Let's face it: The magazine industry's single-copy distribution channel cannot continue to exist in its current form. But our most critical problem is, in fact, simple--we are poor listeners and business partners. Retailers call for greater efficiency in the channel, but don't want to pass on the data that would enable this process without charging a fee for the information.

Wholesalers also call for greater efficiency and, by the way, they'd like to be paid for the data too. Publishers desperately want greater efficiency, but most are not willing to achieve this if it means sacrificing sale. Additionally, publishers wonder why they should pay for data that will help all trading partners. So, we all tune each other out.

A better way

In an attempt to alter this grim reality, Time Distribution Services (TDS) is investing in the process of improving draw management. The problem is, every time we've tested cutting draw on any of our titles, we lost sale. Therefore, we determined that the only way to improve efficiency is to lift sale.

Once a publisher lifts sale, the world opens before you, and instantly you are empowered with choices. You can keep the sale lift and improve efficiency via improved sale, or cut draw and lose sale down to the point where you are selling the same number of copies you sold prior to the sales lift, but now on a lower draw. At TDS, we are calling this a "controlled sales loss." As a publisher, simply run the numbers: What improves the P&L more, the sales gain or the draw cut? …

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