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Sellthru % = % of Mags placed on Stands that wind up bought.
There's much good news on the Distribution front. When we took over S.W.A.T, sellthru was less than 30%; in many locales it was under 10% (This means the wholesalers were trashing the mag before putting it out). This was not Denny's fault....content was excellent; just a lack of management attention.
Recent figures show a sellthru of just under 50% and >60% in many areas....that's called "walkin' on water" in the publishing business! The result is that outlets and wholesalers are really taking notice. Fair is Fair: they're in the business of moving copies, not just putting them out and picking them up.
With July we saw a significant distribution uptick. In October, we'll see a major one. This is a good thing and I think we have a chance of proving that honest gun magazines can be successful on the news stand.
Rich
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