Coles to change the way it counts unsold magazines in move set to impact circulation figures
Coles is to set use new technology to change the way its magazine audits are conducted which will impact magazine circulation numbers.
The change will see Coles use scanned sales data to calculate the number of unsold magazines.
The new data assessment will be cross-checked with physical counts of unsold stock, affecting leading publishers such as Pacific Magazines and Bauer Media.
Audits are a joke and if anyone takes them seriously then need only look at the hotel “sales”. In one capital city it has been common practice to “sell” bulk copies to one hotel I know of. The amusing thing is that the “sale” was a bigger number than the number of rooms. And the majority of the “order” sat in the distributor store awaiting a weekly call by the recycling truck!
What’s the difference between an “unintentional theft” and an “intentional theft”? Sorry, officer, I didn’t mean to do it?
Hey comedian, that is why they are all broken our and itemised as part of the AMAA audit. For example, I’d argue that for quite a few brands airport lounges is one of the best advertising channels – magazines and a few digital billboards and away you go.
But the thing that amazes me is that “any robbery will now cost publishers directly”. Isn’t that a bit like me buying a TV at Harvey Norman, the house gets burgled, and Harvey Norman has to pay? Is there no end to their boldness?