SELLING MAGAZINES DOESN'T MATTER
That was the rather weird conclusion I got last week with a meeting with one of Thailand's leading magazine wholesalers and distributors.
Many publishers, according to the representative, don't care how many copies they sell; they just want copies in the shops for branding and exposure, and because it looks good. Bad selling magazines remain on sale because the publisher demands exposure.
This is a crazy way if doing business - not least for the bookshop that gets absolutely nothing until a magazine is sold. And I guess this business methodology also explains why so many weird and wonderful magazine remain on-sale when, one can easily argue, there's absolutely no mass market for them.
2 comments:
So I wonder how much attention they give to the magazine contents, if the priority appears to be only getting the product on the shelf.
Mat.
To some publishers that appears to be the one and only concern. I have heard that from the seller and also from the distribution company.
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