Airfreighting more than 50,000 copies of Dan
Brown’s Inferno from the US to London for its
global launch is what logistics and supply
chain solutions provider Woodland Media
does well. But the specialist division of
Woodland Group offers publishers much more
than just timely delivery and confidentiality.
For instance, Woodland Media has set up
a complete supply chain that starts from one
publisher’s overseas printers, on to its
UK-based pick-and-pack/fulfilment service
centre, and ends with deliveries to high-street stores and online distribution centres. The team also
provides journal distribution services from the UK to
international conferences via reverse logistics solutions.
“We offer fulfilment services from simple splitting of
consignments to pick-and-pack, labelling, quality checking
and even repairs,” explains Kevan Childs, head of
Woodland Media, whose team has worked with book and
periodical publishers for the past 20 years.
Order-wise, nothing is too small for the team. “We ship
from one copy of a book to upwards of tens of thousands
through our consolidated and full-load services,” says
Childs, adding that “high-volume and dense freight on both
air and ocean have their advantages and disadvantages
depending on lead times. There is a maximum cube and
weight that can fit into shipping containers and airline
pallets, and it is our job as the logistics provider to find the
most cost effective and efficient method to move the freight
while meeting our client’s budget.”
Historically, publishers do not deem it necessary to include
their logistics supplier right at the start of a project. “We are
generally asked to price a project on a particular route
without any knowledge of the time sensitivity until the order
is placed,” he continues, pointing out that such an approach
does not take into consideration seasonal peaks and troughs
within the international logistics market. “There is a finite
supply of vessels and aircraft to move the freight so
inevitably in the peak season, rates are at a premium due to
space limitation. It is to our clients’ benefit that we are
informed as early as possible about timing of book launches
or promotions, for instance, so that we can get the products
to the required markets in the most economical and efficient
manner. This will hopefully give publishers the best chance
to maximise their sales revenues.”
So the sharing of advance book production and launch
schedules with the logistic supplier would go a long way in
determining the best and most efficient freight method.
“For instance, if the printing is done in China or Hong
Kong, the port-to-port ocean services to the UK and
Northern Europe would take around 23 to
27 days and in comparison is significantly
cheaper than airfreight. Then there is also a
cost difference between direct and indirect
airfreight services. Additionally, freighting in
volume–through air or ocean into the UK–
and then distributing overland to Northern
Europe would reduce freight costs, and in
most cases, improve the lead times. There
are ways to manage the overall cost, and for
Woodland Media, it is about understanding
the client’s need and finding tailored
solutions to fit their budget and needs.”
Major savings are not necessarily achieved by focusing
on per-kilo freight cost, he adds. “A supply chain has to be
fully analysed end to end. In some instances, there may be
too many links in the supply chain. So, for a publisher, the
real cost savings may be achieved through simplifying the
end-to-end supply chain, from commissioning a publication
to putting the title on the shelf, physically or digitally.
Costs aside, service is still a key factor, as is ensuring that
the publication is delivered timely and priced competitively
into the market.” But knowing that per-kilo rate is the way
the current publishing market looks at cost, Childs’ team
seeks to work directly with airlines and shipping companies
to achieve some of the best market rates.
“Woodland Media is always looking for ways to
innovate and move with the market so that even low
margins are workable through good consolidation services
and by leveraging on our Group’s freight purchase. Within
the international market, as we control a larger portion of
the total supply chain with our own offices, warehousing
and transport fleets, we can react very quickly to any
global changes to the market. Again, it is about working on
an open and consultative basis with clients to find the
simplest supply chain method that will optimise services
available while maximising the client’s potential returns
and meeting of agreed deadlines.”
The move to set up its Hong Kong office five months
ago–in collaboration with long-term partner IFB
(International Freightbridge)–“is to position ourselves
within the region and open up new services, particularly
with clients in Australasia and the Americas,” says Childs,
adding that magazines account for about 30% of
Woodland Media’s business, which in turn contributes
nearly 15% to the Group’s turnover. “Publishers will find
that our core values (‘Easy to do business with’, ‘Keeping it
simple’ and ‘Customer-first attitude’) are relevant and
important to their business, and we will support them by
offering the very best possible logistics solutions.” ■
Kevan Childs
Kevan Childs, head of Woodland Media, talks to Teri Tan about effective and
innovative logistics, and supply chain solutions for the publishing industry
