Re: [microsound] is the problem distributors... or record stores?

[philippe petit <philippe-petit@xxxxxxxxxx>]

> I'm not sure this is quite true, it seems to me it's the other way
> around... like many small labels are trying to imitate the larger
> labels and adopt a method that really only works on a large scale
> with national distribution, and even then not it's a bit wasteful.
> Why print 20,000 copies of a disc if you know you're going to have to
> remainder 10,000 or 12,000 of them just so you shotgun market them
> instead of focusing your marketing?

hi michael
well i have never printed so many copies but however i came to the
conclusion that when you have a distribution you have to print more copies
than the amount which you will sell. That is if you wanna have a chance to
be present in stores, mailorder lists. If you want your records to sell
they must be visible, right. Which means that, luckily, your partners in
distribution will inform stores all over the place so that they order. So,
let's say that some chain stores would order 5 to 10 copies, which surely
doesn't mean they are gonna sell. Hopefully, half of it will be picked by
tasteful customers, the rest will be returned. So if you want to have a
chance to sell copies, help the musicians who trust you to get some
recognbition I guess that you must make some promotion efforts, and press
enough copies to satisfy every orders.
Then some records will sell, some other won't... It is your job to know
the way you want to work, target your promo/distro goals.
I wouldn't say that it is "trying to immitate the larger labels", I'd
rather write that it is trying to do the best possible job in order to
make your partners happy.


> It may be "economical" in the short run, but long term it drags down the
> market as a whole, keeps prices high, etc.

About the prices records are resold in stores, I'm sorry to write that
whether a label sell them at a cheap price or at a higher price they end
up to be resold at about the same price, most of the times. I was unhappy
to find out that in several occasions my records were sold at a high price
in stores, whereas I was selling them at a very honest retail-price. But,
some distros, or store-owners were just taking more money on each of the
records.
I do not say that it is always happening, but it does.

>
>
> As for smaller labels that don't have the same distribution luxuries
> (and believe me, it's not that easy to get national distribution, at
> least that wouldn't bankrupt you),

What does mean "that wouldn't bankrupt you" ?


> mailorder and direct ordering is
> the primary venue... but of course it requires a change on the part
> of the consumer. It seems to me if you want to support independent
> labels/artists you should consider mail or direct ordering.

yes definitely, ordering direct is best for a label, and surely for the
customer because he will pay less for the same record. But, then of course
I know that record hunting is easier and more gratifying than writing a
letter...

>
>
> On the other hand, customer feedback can do wonders for a store's
> ordering tendencies. The more you talk with store staff the more they
> know about what you like.

yes talk to your local inddie store, that is if you are lucky enough to
have a good one in your town. Or else, there are several very good
mailorder-lists, as we all know.
Best wishes / philippe

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