A new year has begun, and while you're thinking ways to better yourself, why not make sure all is in order to move forward the distribution of your publication? 

Since all for-profit publications are supported by advertising dollars, you need to be clear on how the availability of that money affects your publishing efforts.  After having spent heavily in December, consumers traditionally are more protective of their wallets in the early part of the new year.  Consequently, advertisers are stingier with their money.  If you produce a publication with content that is entirely advertising, you'll be hit hard by lack of movement and lower revenue. 

That makes this time of year ideal for taking a good look at which distribution outlets are producing and which are not.  Your goal should be to get your publication in front of the readers who are likely buyers of your advertisers' offerings, and do it efficiently.  There are several things to consider.

For how much movement are the top 20% of locations responsible?  Are you paying your delivery contractors by the stop or piece as opposed to by the route?  If so, what would happen if they had fewer stops or pieces?  Would your publication benefit from being placed in locations where it won't move but may gain some "billboard" benefit?

It has been my experience that the top 20% are responsible for about 40% to 60% of the movement.  During the slow period that will remain true.  Consider making less drastic cuts in your allocation to these stops than to the lesser ones.  Make sharper cuts to the next level, and seriously consider whether you even want to continue to service the stops that were marginal even during busier times.

While making that consideration, think about how this will affect the contractors.  If you are paying by the stop or by the piece cutting your print order and stops will take money out of their pocket.  How will they react?  Will their reaction be detrimental to your business?  Do you have a plan if it is?  If not, make one.

I've worked with publishers who had no expectation of moving units in particular locations.  In those locations they simply wanted people to see the publication and become aware of it.  At a time in the future when the content becomes relevant to them, they will pick it up.  Would the benefit of producing and distributing non-moving units of your publication outweigh the costs?

Your action plan depends on your answer to these questions and your goals for market penetration.  The point of this exercise is that we can only benefit by periodically looking at how we operate our businesses.  Just as in our personal lives, the new year can represent an opportunity to become better. 

Ray Boddie, Jr.