The Point of No Returns
The industry explores alternative models for reducing returns. Where will it lead?
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For much of the industry, however, such heavy focus on digital content is not an option, with print sales still comprising the vast majority of revenue—though the inefficient and costly returns model adds to the incentive for publishers to give their digital efforts a greater push.
The only certainty is that the status quo can no longer be maintained. “[The returns system] is wildly inefficient [and] ecologically unsound,” Shanley says. “Publishers and retailers are increasingly aware of the costs. We need to find a middle ground.”
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James Sturdivant
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