Which Kit? Magazine (an attack)

[kitcarman]

TOP SECRET
HUSH - DON'T PASS IT ON

Wholesalers have recently released their new ‘rankings’.

For those who don’t know what rankings are, they’re the magazine industry’s ‘Top of the Pops’ chart. Basically shops need to know what’s selling so that they know what to stock.

Fact is there are 3,000 titles available, all competing for the same shelf space. The lower down the chart a magazine falls, the harder it is for it to recover because it’s put at the disadvantage of being placed on view in fewer places.

Which kit fell 53 places from 721st to 774th .
Its average sales quantity dropped from 7,143 to 6,429 (an 11% fall, just in the past few months.

Sad, isn’t it?

Den

[kitcarman]

tuffer said:

And what where the results for KitCar? Come on no one sided arguments on here.

I was hoping nobody would ask!

Kit Car fell 19 places from 486th to 505th .

Copy sales fell from 13,725 to 12,990 (a fall of just over 5%)

DON’T TELL FIB’S

Den.

[kitcarman]

Wacky Racer said:

Why don't you give Fibly a ring and send him your commiserations.....

Hello Peter. I know you’re out there, tuning into these discussions. I keep phoning your number but keep getting through to RV Dynamics, Razer Sportscars or Unique Autocraft, so I thought a written response would be more appropriate.

It would seem that my letters would also end up at one of the aforementioned companies too. Given that you’re not involved with them, I suppose that would explain why you haven’t answered any of my previous letters.

So, I thought this forum would suffice to pass on my commiserations. Jolly bad show old boy, what with your utter integrity and all. I wish I could offer you some advice, but I can’t. Perhaps you might consider early retirement? I know two journalists who’d be willing to take Which Kit? off your hands. Subject to price and contract. How much could you afford to give them. ?

Den.

[kitcarman]

Ex-Biker said:

I suggest you get the shops to stock a few more Den.

This is a difficult balancing act which is best left to the distributor.

The hard bit is to get ‘availability’. That’s usually a head office decision. WH Smiths have ‘banded’ shops, the largest being ‘band 1’ and smallest being ‘band 5’. Head office, using the ‘ranking figures’ dictate what magazines MUST be in each shop depending on its ‘banding’. For example band 5 shops MIGHT be told to keep the top 200 magazines, whilst a band 1 shop Might be told to keep the top 1200. Please get the principle and not the exact numbers.

At a local level, the shop manager may stock additional titles according to his local demand (and according to his feelings). That’s why it’s worth asking branch managers who haven’t got Kit Car on their shelves.

Once he’s made up his mind to have it, the precise number delivered can be varied (by the distributor) within reason. Theory being that a magazine takes a ‘slot’ whether stacked as 5, 10 or 15. The danger in giving too many is that if too many go back the shop manager gets in trouble for being inefficient.

The shop computer lists ‘sell outs’. The more of these, then the more efficient is the shop. So we want plentiful availability, whilst the shop wants exactly what’s going to sell. Since we don’t want to print magazines for pulping, we also want what the shop manager wants whilst we also want the chance to expand sales too. As I said it’s a difficult balancing act. An extra 2 in each shop would increase our print run from 25,000 to 33,000 (expensive £££££).

Our distributor, Comag, is one of the premier league respect to this balancing act. We aim for a 60% sales efficiency overall, which we regularly achieve. That means we print about 25,000 of which 23,000 go to shops, of which 13,000 are sold.

What I’ve noticed in respect to Which Kit? is that fewer shops are stocking it (having dropped 53 places in the hit parade, that situation will get worse). So, to keep Fib’s happy, its distributor is putting more copies onto less shelves to maintain the print order. The efficiency goes out the window. My guess is that Fib’s is printing 15,000 to sell less than 7,000. A situation that will p155 him AND shops off.

My point! When Kit Car comes to a shop manager’s attention, it’s to say that demand exceeds supply. When Which Kit? comes to a shop manager’s attention, it’s to say that supply exceeds demand.

Who’s in the best position? I’m happy

Den

[kitcarman]

Wacky Racer said:

First impressions very good, lots of interesting articles, plenty of secondhand cars for sale in the classifieds. . . .

Thanks Wacky

Wacky Racer said:

. . . just need to drop all the attacks on Fibs now Den, even I think they are getting rather tired Good to see a feature on Donnington, without any back biting, is this the start of a new era???

Yep! Sorry for the past, folks.
This November issue has used up the last of the Pinocchio Fibly stuff.
It would have been brilliant if I’d just published it once (or maybe twice) but 4 issues on the trot is .
From here it’s back to hard graft, to make Kit Car clearly best for all the right reasons.

As I’ve said in previous posts, I’ve made my point(s) . I’m winning the battle and it’s now time to bring back the fun .

Den

[kitcarman]

Flintstone said:

They are cut into 5" strips, wrapped around cardboard tubes and sold as 'never-wear-out-bog-roll'. The shiny surface means the paper can be washed and used again. Ouch

Be VERY careful NOT to use them sideways on!!!!

Particularly if you’ve got piles.

Den

[kitcarman]

Ferg said:

Surely this is some sort of 'smear' campaign.

Especially if you’re unlucky enough to use the cover. Perhaps skid-mark can help?

Den

[kitcarman]

Wacky Racer said:

This thread is getting a bit below the belt.....

Indeed it is, by around 10 inches. . . .

So, let’s think of more dignified uses for my unsold masterpieces.

Den.

[kitcarman]

Flintstone said:

Can't stop giggling

Must be you not him.

Seriously though, your vision is exactly what happened 5 years ago. I’m convinced that Fib’s has effigy’s of me that he sticks pins in and as for my mag he sticks his nose through that.
That’s why I’m making it thicker.

Den .

[kitcarman]

On the one hand I hear:-

Ex-Biker said:

I suggest you get the shops to stock a few more Den.

meeja said:

Agreed..... I'm sure that if more copies were available, more would shift.... Who is responsible for stock numbers in outlets Den?

On the other:-

Wacky Racer said:

. . . . but why not print less copies?

Leaves me

Time for a

DenHic!

[kitcarman]

Ex-Biker said:

Den, Did you miss this bit then? Ex-Biker said: Or is it 2 years free subscription to the best idea of how to get you more sales?

Selective vision. An essential quality in a publisher

You’re on, but. . . . .

. . . . . . let’s hear good practical and workable ideas.

Dealing with returns. What happens is that all unsold copies of monthly’s get pulped at each of the 100 wholesalers. Getting them back would represent a logistics nightmare! Full copy returns can be applied to books and is applied to tits and bums magazines which are not date sensitive (that’s why they have volume/issue numbers rather than dates).

In any event we sell only 100 back issues per month and I honestly believe that if someone wants a back number at a show he’ll pay for the content and not buy because it’s cheap. Well that’s an opinion.

I believe I can say with confidence that I’d have a job increasing back number sales from 100 presently to 10,000 to get rid of full copy returns. I’d need a warehouse too AND it would be cheaper to print 10,000 overs than to finance the returns.

My first job after graduation was as a production engineer.

My Boss said:

I don’t *u*king employ you to tell me what the problems are. You’re paid to tell me what the solutions are.

Now I’m finding solutions for myself. HELP!!!!!!!!!!

Den.

[kitcarman]

Wacky Racer said:

If you print 14,000 and sell 13,000 you have 1,000 over, less the 100 you need to satisfy the "back copy" orders, leaves you with 900 you can take home to Mrs. Kitcarman to cut up and put in your privvy to save her going down to Tesco's. You don't need to be a rocket scientist to work that one out!!! ps. Do I qualify for a free subscription??? and don't dare pretend you haven't seen that bit...

Right
You want a subscription now work for it.

Yes we sell an average of 13,000 magazines through approximately 4,000 shops.

If you can tell me EXACTLY how many EACH of those shops will sell next month then I’ll deliver that number. Then tell me which of those 4,000 shops should be supplied the 1,000 over. Also tell me what my policy should be toward those shops who ‘forgot’ to put those I supply on the shelves.

Like all good exam papers – please show your workings.

Den willing to learn sir.

[kitcarman]

MoJocvh said:

sigh never mind the "emoctions" or whatever I'd just like that trial kit car mag I was promised months ago cheers MoJocvh

MoJocvh,
I’m sorry – Why didn’t you complain sooner?
Send your name and postal address and I’ll send you a copy of the December issue (out in about 3 weeks).
Den

[kitcarman]

Ex-Biker said:

Are you selective reading again?

Selective? Me?
Don't know what you mean?

Seriously though Mark, your posts are always thoughtful and pregnant with very good suggestions and I've been considering a response. I'm still doing so.

I've been a publisher since late 1991 and there isn't much I haven't tried in that time. Some very good ideas are impractical, others have a more focused application. You'll see what I mean later.

Denchill

[kitcarman]

Ex-Biker said:

. . . .give something away with the copy. The idea is, that by getting someone to buy a copy one month because of a freebie, that they will be so interested in the mag they will continue to buy it. There are 2 options to the freebie: 1. You pay for something to give away. This could be a sticker or one of many other things that people could think are useful. 2. Someone else pays for the freebie. This is obviously of more benefit to you, for a few reasons; What you need is to get a company like say Demon Tweeks to offer a catalogue with your mag . . .

This is an excellent suggestion (or pair of suggestions).

The situation approximately 6 years ago was that there were 3 magazines. I owned KitCars International (selling approximately 4,000) and Kit Car (selling 6,000) in competition with Fib’s Which Kit? (selling 10,000) .

He was very keen on quoting ranking figures at that time. He now reckons they’re only a guide and highly suspect
.

I sold KCI to Fib’s and in effect gave him 70% of the market. Days after the sale went through, Fib’s arrogance level reached a lofty height. He put the word around that with his ‘control’ of the market he would crush me out of existence. He spoke to me at the Chatham show in early 1998 saying words to the effect that I’d ed up KCI and it was only a matter of time before I did the same with Kit Car.

What he didn’t know was that I’d recognized that producing two magazines on the same subject was a pointless task that resulted in duplication of effort and massive inefficiency, not to mention problems associated with meeting two sets of deadlines each month. My decision was to sell Fib’s KCI (to give him all those problems) and to apply all the resources that were applied to two titles onto the one.

I kid you not, but the sales of kit car increased at the rate of approximately 200 copies per month from Jan 1998 till that August. To give credit to Fib’s, he increased sales of KCI as well. BOTH detracting from Which Kit? sales. The sales of the August 1998 issues of Which Kit? were equal to those of Kit Car. Fib’s was bloody furious and was ‘phoning me almost every day with some trivial complaint (you sold x ad too cheap, you used y copy w/o permission, etc, etc). Then the bomb.

September issue contained a (purported) readers letter. Filby responded with a warning to readers to the effect that Sumo’s weren’t strong enough to take Chevy power. The rest is history. I sued. Peter made harsher accusations, refused advertising, show attendance. I sued again. I spent almost nothing because of DIY advocacy, whilst Peter spent well, well over £100,000 on solicitors and briefs, only to apologize in the VERY BITTER end. Occh!!!, I felt another pin go in my effigy.

Back to 1998. Irrespective as to our personal and legal problems, the magazine circulation war continued. KCI went pop at the end of 1999 and the other two titles continued to slug it out. Kit Car was genuinely picking up extra support every month and Which Kit? was loosing to the same extent. I don’t think I’d be exaggerating to say that every set of figures showed Which Kit? falling 20ish places and Kit Car climbing 20ish places.

This is a bally long post, so I’ll cut it there, give Peter opportunity to buy a new box of pins, you opportunity to post observations and then I’ll post again, but dealing with HOW I achieved what I achieved using some of the techniques suggested by Mark.

Den.

[kitcarman]

andycanam said:

Which one would make the softest, strongest, kindest on you bum toilet roll?

I hate to admit it, but Which Kit? would be far, far better on the bum.
You see, Kit Car is too full of hard and sharp words – cutting.

Therefore seems to me that mine’s best for reading, whilst the other will be more comfortable for ‘below the belt’ activities.

An entirely objective opinion, of course.

Den

[kitcarman]

Thanks chaps,
It seems that I’ve got the following ideas to work with. to increase sales

Wacky Racer said:

Might sound obvious Den, but why not print less copies?

Errr!!!! Don’t call us Wacky, we’ll call you.

We’ve all your details on file!

Ferg said:

...and if selling fewer copies causes you a financial problem: start selling kitcars!! BRILLIANT!

I think Ferg and Wacky are taking the p155 – just a feeling???

What’s more I don’t approved of copying other peoples ideas. Especially those with oodles of integrity.

andycanam said:

What I want to know is... if each mag recycled its 7000 left over issues each month...... Which one would make the softest, strongest, kindest on you bum toilet roll?

Andy,
That’s a neat move, appealing to the green lobby. 100% recyclable - and it will comfort your bottom next time round (provided I remove the rough bits).

Ex-Biker said:

Some people will buy anything if they think they are getting something for nothing. What you need is to get a company like say Demon Tweeks to offer a catalogue with your mag. . . This not only appeals to kit car owners, but the boy racers, the performance car nuts and often the general car enthusiast.

Mark, this one has been done a few times, but not recently. In fact there’s a catalogue with the Feb issue, out Jan. I’ll fill you in with some detail later. Nice one!!!!

Flintstone said:

Back when I used to ride a motorbike my favourite mag used to dish out a free set of stickers once a year. Every few months there'd be some other piece of tat but the stickers were my favourite ("I speed up for horses. If you can read this you're too fecking close etc etc"). Worked for me.

Stickers. Not the first time I’ve heard this. You might be onto something.

spartan_andy said:

Den, use the freebie idea in conjunction with a 2 part competition for something not specifically kit car oriented that way you get the performance car bods etc buying two editions Just a thought

Andy, I personally don’t rate competitions. Anyone got any views on them?

Ozzie Dave said:

. . .overseas sales could almost be done by some of the Kit car clubs out here , most people are members and the clubs would do it for the extra revenue?

Dave, could I fob you off with the old ones?

[kitcarman]

Andy,
I really like these two suggestions, but I think they’re more about improving the content with a view to increasing sales, which I’d like to explore as a separate issue.

Clearly, no matter what gimmicks or techniques are employed, if the product isn’t what’s wanted it’s sales won’t increase. The trick is to expand appeal w/o loosing the interest of those who like it as it is.

As I said though, damn fine ideas!!!

Den.

[kitcarman]

PeetBee said:

Following on from Andy's idea, Cars & Car Conversions used to hold 2 trackdays a year at Castle Combe

Last time I asked, Castle Combe wanted £10,000 for a day’s hire.
Simply couldn’t justify the cost.
I’d have needed in excess of a 100 cars on track, in which case I seriously wondered what value each punter would get out of his 1/100th share.
Still, CCC managed.
Perhaps another look is in order.
Thanks Andy and PeetBee

PeetBee said:

The competitions are difficult. . . .It's probably the biggest prizes that pull in the readers, but you must have to dramatically increase sales to cover the cost of the prizes.

That’s the conclusion I came to! Unless I can get someone else to put up the prize!!!!

PeetBee said:

Again going back to CCC, RallyDesign published their catalogue as a huge advert inside one issue each year, perhaps you could encourage them to do likewise in KC as lots of their parts fit our ford based kits. I know it ensured at least 1 copy of CCC sold each year!

Been there. Rally Design catalogue is in our February 2004 issue . I was astonished at the negotiations. They put the deal to both Which Kit? and Kit Car. I just couldn’t believe Which Kit? response – their loss, as I said Kit Car won the contract.

PeetBee said:

Perhaps don't use too many examples of CCC's marketing. . . .

Emmmm!!!

Den

[kitcarman]

Ex-Biker said:

Den, I'll shut up.

Please don't!
I'm listening.

Den