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The wholesale process

Approaching wholesale head offices

If the major wholesale groups do not agree to handle a publication through their branches, the distribution of the publication will be restricted and the chances of success severely limited.

Buyers see many new products each day and it is vitally important that the information and materials that are supplied are of the very highest quality to make sure your title stands out.

Dummies consisting of:

• a front cover;
• a contents page;
• two or three editorial spreads which illustrate the range of coverage should be prepared.

Ideally these should be printed with the same number of pages intend in the final version. Although dummies can be expensive, the greater investment made at this stage, the better the chances that wholesale groups will accept your product.

In addition, provide details of:

• target market;
• cover price;
• publishing frequency;
• sales objectives;
• editorial position;
• promotional activity to support the launch.

The approach to wholesalers should ideally take place 12 weeks prior to launch.

Sometimes the wholesale groups will not agree to handle a title until after retail allocations have been agreed.

Targeting the wholesale houses

Once wholesale head offices have been visited and retail allocations have been agreed, your distributor will need to construct a target distribution figure for each wholesaler taking into account retail group allocations, the sales profiles of other publications aimed at a similar target audience and regional and seasonal variations. Once the supply figure is set centrally, information is forwarded to the houses two weeks prior to the on-sale date to allow the sales team to focus on the placement of copies at retail. This ensures the best distribution for copies, rather than debating supply levels.