Distribution

Why must I only use one distributor?
If there were more than one distributor used by the same publisher, you would not be able to regulate the financial and distribution functions.

What is the function of a wholesaler?
A wholesaler is the final link between the publisher and the retailer. They deliver issues, process returns and credits to retailers.

Why can’t the first issue be distributed at the publisher’s discretion?
When a publisher has no previous magazine experience, retail buyers usually insist on seeing the first issue before authorizing it for display. The first issue is often distributed in smaller independent stores, due to the fact that most first time publishers cannot afford to promote copies in larger retail outlets.

What steps are involved if we decide to change the cover price?
Research should be done to determine how your cover price compares to the competition. A change in cover price would depend on whether or not your price is reasonable, and your magazine has a proven track record. Increase the price in smaller increments to decrease the possibility of loosing customers to rate increases. If your magazine has a specialized target market you can have a higher retail price. Your account manager has valuable insight on cover prices, be sure to discuss this with him/her.

What is the date that our publication will hit the shelves?
Eleven working days are required to ship from the consolidator, after this the publication will go on sale the first day of the following business week.

What is the benefit of printing a ‘display until’ date on the cover?
A ‘display until’ date is helpful when you are printing a quarterly, semi-annual and annual publication. An example of a ‘display until’ date would be if your fall issue goes on display September 1st, and your winter issue goes on display December 1st, your ‘display until’ date for the fall issue would be December 15th. This gives you extra time in the event that your publication does not meet the original deadline.