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Case Study: Toronto Star Streamlines Single-Copy Sales With Intermec Mobile Computers
By Intermec
At three o'clock in the morning on the dark, quiet streets of Toronto, staying warm may be most people's biggest concern. But there's a battle going on. Newspaper delivery drivers are filling newsstands for the morning rush of commuters. And in Toronto, there are a lot of newspapers vying for their attention.
For market leader Toronto Star, making the most of its newsstand circulation—known in the newspaper industry as single-copy sales—is a critical element to its success.
Paper Managing PapersWinning the single-copy sales war is measured by maximizing sales while minimizing returns. Ideally you want one copy left in every box, so you know you've met demand, yet haven't delivered too many copies. Having daily visibility to how each rack is doing is a critical element in managing those allocations.
While technology has permeated many areas of newspaper management and production, single-copy sales—where the papers hit the street—remains a largely paper-driven system.
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