ABSTRACT
Before a national commercial magazine can be published, the parent company must find a distributor willing to take on board the expensive prospect of shipping large quantities of bulky magazines to a huge number of retail outlets around the country. A publisher will have to demonstrate to the wholesaler that its title has a respectable chance of generating sufficient sales to make the venture worthwhile before work begins on editorial production: without a distribution deal, it makes little sense to invest in other areas such as editorial.
