Doug, To answer your question:
From IN-News: "Jackie Ferriera reports that May product sales were $285,362, falling short of the sales forecast of $321,008." Do we know why the projection was off by $35+k? Where are we for the year to date (through the end of May)?
I asked Bob Inderbitzen who is in charge of retail sales to answer your question. We also consulted with Debra Jahnke who is in charge of wholesale distribution. Here is Bob's response: ----------------------------------------------------------------------------------------------------------------------------------------- Year to date, through May, gross publication and product sales are $1,157,645, against a plan of $1,344,467. The shortfall is attributed to: * a softer than predicted sales climate-very uncharacteristic of the period when compared to previous years, * fewer new publications introduced during the first quarter-an incident of having redirected some of our publication development resources to one-time centennial activities throughout 2014, * over-forecasting the performance of our older titles to overcome sales from fewer new publications. * and specifically, in May, some of the shortfall was $15,000 worth of Field Day merchandise that was fulfilled the first week of June and a $14,000 sales assumption for the new Begali key that will begin fulfilling over the summer. We are responding to these results with a handful of additional marketing tactics for both direct and dealer sales which we are hopeful will improve results as early as these upcoming summer months. We are also using the data gleaned from this weaker-than-predicted sales period to help identify opportunities for overall improvement. 73 Bob NQ1R 73, Harold Harold Kramer WJ1B ARRL COO 860 594 0220 hkramer@arrl.org
Thanks Harold. The YTD is about 14% off projections while May was about 11% off. Is there a trend towards lower misses ? Doug K4AC From: Kramer, Harold, WJ1B [mailto:wj1b@arrl.org] Sent: Thursday, June 11, 2015 3:32 PM To: Rehman, Doug, K4AC; arrl-odv Subject: Publication Sales Doug, To answer your question:
From IN-News:
"Jackie Ferriera reports that May product sales were $285,362, falling short of the sales forecast of $321,008." Do we know why the projection was off by $35+k? Where are we for the year to date (through the end of May)? ---------------------------------------------------------------------------- ------------------------------------------------- I asked Bob Inderbitzen who is in charge of retail sales to answer your question. We also consulted with Debra Jahnke who is in charge of wholesale distribution. Here is Bob's response: ---------------------------------------------------------------------------- ------------------------------------------------------------- Year to date, through May, gross publication and product sales are $1,157,645, against a plan of $1,344,467. The shortfall is attributed to: * a softer than predicted sales climate-very uncharacteristic of the period when compared to previous years, * fewer new publications introduced during the first quarter-an incident of having redirected some of our publication development resources to one-time centennial activities throughout 2014, * over-forecasting the performance of our older titles to overcome sales from fewer new publications. * and specifically, in May, some of the shortfall was $15,000 worth of Field Day merchandise that was fulfilled the first week of June and a $14,000 sales assumption for the new Begali key that will begin fulfilling over the summer. We are responding to these results with a handful of additional marketing tactics for both direct and dealer sales which we are hopeful will improve results as early as these upcoming summer months. We are also using the data gleaned from this weaker-than-predicted sales period to help identify opportunities for overall improvement. 73 Bob NQ1R 73, Harold Harold Kramer WJ1B ARRL COO 860 594 0220 hkramer@arrl.org <mailto:hkramer@arrl.org>
Doug, We believe that we will be on or near monthly publications revenue projections for the rest of the year. Harold Kramer WJ1B ARRL COO 860 594 0220 hkramer@arrl.org From: Rehman, Doug, K4AC Sent: Friday, June 12, 2015 8:29 AM To: Kramer, Harold, WJ1B; arrl-odv Subject: RE: Publication Sales Thanks Harold. The YTD is about 14% off projections while May was about 11% off. Is there a trend towards lower misses ? Doug K4AC From: Kramer, Harold, WJ1B [mailto:wj1b@arrl.org] Sent: Thursday, June 11, 2015 3:32 PM To: Rehman, Doug, K4AC; arrl-odv Subject: Publication Sales Doug, To answer your question:
From IN-News: "Jackie Ferriera reports that May product sales were $285,362, falling short of the sales forecast of $321,008." Do we know why the projection was off by $35+k? Where are we for the year to date (through the end of May)?
I asked Bob Inderbitzen who is in charge of retail sales to answer your question. We also consulted with Debra Jahnke who is in charge of wholesale distribution. Here is Bob's response: ----------------------------------------------------------------------------------------------------------------------------------------- Year to date, through May, gross publication and product sales are $1,157,645, against a plan of $1,344,467. The shortfall is attributed to: * a softer than predicted sales climate-very uncharacteristic of the period when compared to previous years, * fewer new publications introduced during the first quarter-an incident of having redirected some of our publication development resources to one-time centennial activities throughout 2014, * over-forecasting the performance of our older titles to overcome sales from fewer new publications. * and specifically, in May, some of the shortfall was $15,000 worth of Field Day merchandise that was fulfilled the first week of June and a $14,000 sales assumption for the new Begali key that will begin fulfilling over the summer. We are responding to these results with a handful of additional marketing tactics for both direct and dealer sales which we are hopeful will improve results as early as these upcoming summer months. We are also using the data gleaned from this weaker-than-predicted sales period to help identify opportunities for overall improvement. 73 Bob NQ1R 73, Harold Harold Kramer WJ1B ARRL COO 860 594 0220 hkramer@arrl.org<mailto:hkramer@arrl.org>
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Doug Rehman -
Kramer, Harold, WJ1B