تنظيم البيع والتوزيع .. كتاب معلم الصحافة والإنشاء

Organizing sales and distribution

Selling a newspaper entails more complex problems than selling any other commercial item. The reason is that this commodity is highly perishable, as it loses its value after a short time passes. Because its news becomes old and does not deserve attention, and then the entire printed newspaper becomes worthless, even just the price of the paper. The sale depends on many factors: the first is the presence of exciting events that push people to ask big questions, and the second is displaying the newspaper in places of amusement and amusement, places where events take place, and in metro, tram and bus stations. Sales also decrease and increase due to occasions including: the end of the month and times of wrath. These volatile and unstable matters, newspapers are not stable. It may lead to a stagnation of some copies, called “returned” copies, which are unsold copies that distributors return to the main distribution center. As the newspaper's return increases, the investment costs increase, so the profit decreases and the newspaper loses the price of the paper consumed and transportation expenses that go to waste. A newspaper that has successful, aware, and cooperative management should have no more than 5 to 10% of its returns.

In order for the newspaper to reach the largest possible number of readers, it must have many sales centers, placing its copies at the disposal of emergency buyers. In this case, the number of returns increases in proportion to the increase in the number of selling centers, and then you reach the following result, which is: The greater the number of selling centers, the greater the return, but with the increase in selling opportunities, that tip the balance more often than not. On this basis, the regularity of offering the newspaper for sale, and working to expand its circulation, is considered a vital matter for this quickly perishable commodity. Therefore, it must always be taken into account to ensure that it is delivered to centers near and far as quickly as possible, by cars, trains, or planes with fixed times, or by regular companies. The last method is now used in most cities in the world, because it is less expensive and hassle than others.

4- Securing paper

Paper is the first raw material that matters to newspapers more than anything else. The process of purchasing paper and securing it in the newspaper’s warehouses usually falls within the jurisdiction of the department director. In countries where prices are free from government control, the prosperity of newspapers depends - to a large extent - on the prices of this basic material. A small difference in the price of one kilogram, increase or decrease, results in a huge profit or a painful loss at the end of the year. It is no secret that any newspaper consumes large sums of money to purchase its paper. Considering that paper is most often made from a special type of wood, not every country is able to produce it in a way that meets its consumer needs. Therefore, many major, upscale countries consume tons of it in their newspapers and stationery and count it as a global trade of great importance.