A newsstand “why not?”

I missed it when published last month, but in this article at AudienceDevelopment.com, circulation consultant Linda Ruth describes how Barnes & Noble and Borders use their warehouse operations to replenish magazines as copies are sold. The mutual goal is constant inventory (promoting awareness and, ideally, purchase) as well as a high sell-through rate.

Of course, it helps in this case that the retail outlets are owned by the company responsible for the distribution. With the magazine industry stuck selling perhaps one in three newsstand copies, the BN sell-through target of 60% or higher is both fiscally and environmentally appealing.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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