What in Publishing Takes 21 Days?
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I’ve heard back from people in the U.S. and overseas in response to my request for ideas to improve newsstand distribution channels for magazines.
From the Netherlands, Theo Eijspaart expressed his incredulity:
“What (do) you mean by the 21 days period from plant to shelves? I’m professionally involved with the consumer magazine industry in The Netherlands, Europe. I realize that my country is relatively tiny compared to the US and that therefore distribution will be considerably easier, but I mean, 21 days? That’s more like a concept to shelves period! Could you explain what is meant by this time frame?”
For Theo, and others who might not “get” the 21 day cycle, that’s the time from when your magazine leaves the bindery until it is displayed on the retailer shelf; and as I mentioned in my blog, rather than getting shorter over the past two or three decades, that timeframe has become less...
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