In this memo, the
publisher of the
magazine Newsbeat claims that to maximize sales
the magazine should decrease its emphasis on
international News and refrain from
displaying such stories on its covers.To support this conclusion the publisher points
out that the magazine''s poorest-selling issues during the last three years have been
those with
cover stories about international events, and that during this same period
the number of international cover stories appearing in other news
magazines has
decreased. On several grounds, this evidence lends little credible support for the
memo''s conclusion.
First of all, the fact that the magazine''s poorest-selling issues were the ones with
international cover stories might be explained by a variety of factors. Perhaps international
events themselves were not as interesting during those periods. If so, it might
be a mistake to refrain from emphasizing international events when those events are
interesting enough to stimulate sales. Or perhaps the news magazine business is seasonal,
or cyclical, and those particular issues would have sold more poorly regardless
of the cover story. In short, without ruling out other possible explanations for the
relatively poor
sales of those particular issues the publisher cannot justifiably conclude
that international cover stories were the cause of the relatively poor sales.
Secondly, the memo fails to indicate whether other magazines experienced an
increase or a decrease in sales by reducing their emphasis on international news. It is
possible, for instance, that the other magazines experienced declining sales even for
issues focusing only on domestic news. If so, then the publisher''s recommendation
would make little sense. On the other hand, if other magazines experienced the same
correlation between cover story and sales volume, this fact would lend considerable
support to the publisher''s conclusion that international cover stories were responsible
for poor sales.
Thirdly, the memo cites increasing costs of maintaining international news bureaus
as an additional reason to deemphasize international news. While this fact does lend
support to the publisher''s suggestion, the publisher overlooks the possibility that if
other news magazines deemphasize international coverage due to increasing bureau
costs, Newsbeat might turn out to be the only magazine covering international news,
which in turn might actually stimulate sales. It would be hasty to implement the
publisher''s suggestion without acknowledging and exploring this possible scenario.
In conclusion, the memo is unconvincing as it stands.To strengthen the argument, the
publisher must show that it was the international covers of Newsbeat, and not some
other factor, that were responsible for the relatively poor sales of issues with those covers.
To better assess the publisher''s recommendation that Newsbeat should deemphasize
international news, we would need to know what changes in sales volume other news
magazines experienced by deemphasizing international news.We would also need more
information about the impact that increasing bureau costs will have on magazines pres
ently competing with Newsbeat in the area of international news.
More abstracts about the International cover stories and magazine sales