For Frank Gromling, publisher of Ocean Publishing, the goal is not so much to eliminate returns as to strike a balance in terms of a variety of distribution channels and agreements. "If one is going to be in the trade part of the industry, one has to accept returns. Simple fact," he notes. "But, one can, and should, set limits on what size orders are fulfilled. Accepting a large order just because it is large doesn't make any sense. The questions have to be asked: 'What is this order going to be for? Will it support a major promotional campaign that is generating increased orders, or is it someone's thoughtless, over-ambitious ordering process?'"
Cover Story: Rethinking a World With No Returns
For Frank Gromling, publisher of Ocean Publishing, the goal is not so much to eliminate returns as to strike a balance in terms of a variety of distribution channels and agreements. "If one is going to be in the trade part of the industry, one has to accept returns. Simple fact," he notes. "But, one can, and should, set limits on what size orders are fulfilled. Accepting a large order just because it is large doesn't make any sense. The questions have to be asked: 'What is this order going to be for? Will it support a major promotional campaign that is generating increased orders, or is it someone's thoughtless, over-ambitious ordering process?'"