Kiln Publications
First Post
Sammael said:Subscriptions shoudl generally be better for a company than customers who buy the magazine off the rack. Why?
1. Circulation. It is much easier to plan circulation when most of your customers are subscribers. That way, you don't end up with a bunch of unsold copies.
2. Predictive income. Subscription money, though possibly smaller than income from magazine stores, is certain, and paid in advance. That counts a lot in just about every industry.
3. Fewer middlemen. If the magazine company isn't a distributor, they have to sign a distribution contract. That's it. Postage costs are nowhere as great as other costs related to transportation and storing. That, and the magazine store doesn't get a share of your profit.
So, with these three points in mind, I don't see how "too much success" can be a bad thing in magazine publishing.
My day job being for an international hobby magazine that has a subscription list of over 17,000+, yes subscriptions are better....HOWEVER you need to watch out for spikes in the year where more renewals go out....gift subscriptions, big marketing deals, etc....