Export

By the time a British publication reaches the export territory, its identity has changed. It is now an imported product and therefore more specialised. Due to the various import costs, it will have a premium price compared to local product in the same sector. In order to test the price sensitivity, reduced local selling price tests can be set up to help the imported title compete head-to-head with local titles.

Many territories operate to much lower sales efficiencies than in the UK and net sales of 30 per cent may be the norm. As a guide, an established export title would achieve an average of 50 per cent sales.

Copies reach their destination either by air or sea and this affects how quickly titles become available in each territory and also how quickly final sales figures can be provided. It can still take six months to get returns claims from Australia and New Zealand.

Some overseas agents have 'paid for' in-store promotions available to UK publishers costing as little as £50 or as much as £10,000. Tailor-made promotions using point of sale material can also be arranged. Agents occasionally arrange generic promotions in their markets which include a range of different titles.