Don’t pull back too much or you’ll regret it

By Steven Lett

3. Page Count
Look to increase — not decrease — your page count. Do so only after you do the proper square-inch analysis. Adding pages and selling more products to your existing customers is often a good strategy for increasing sales, especially when business is hard to come by.

Pages are a good value, as the chart on pg. 29 shows. The cost to increase pages is approximately one-half the percent increase in page count. For example, increasing from 52 to 60 pages yields a 15.4 percent increase in square inches of selling space. Yet the cost increase is only 7.4 percent. Sales should increase by one-half the percent increase in the page count.