Abstract:

The need for an analytical penetration by newspaper and magazine distribution as well as the essential need for management to take an interest in entrepreneurial problems in this sphere, indeed to a higher degree than the branded article business normally demands, is stressed by the fact that it is impossible to balance peaks of demand and production by inventories. Secondly, the extraordinarily high number of distribution points, each with a relatively small turnover, which on the one hand undoubtedly helps to increase the breadth of supply of newspaper and magazines to the public but which, on the other hand, causes great problems by fluctuating buying patterns.