Old Magnet - The joint venture concept is already part of our strategy, on many levels.
Our publisher hits us up about our advertising rates regularly, saying they are well below what they should be our circulation and the activity generated by our consumer impressions. Almost all of our advertisers are members and we have chosen to keep rates low, mostly for the reasons you describe. We generate about $550.00 in advertising revenue per issue of the magazine. If we doubled those rates, we'd get $1,100.00 per issue if everyone kept advertising. That increase is not material to the $17,000.00 cost of production of the magazine.
I also doubt that most of those advertisers would continue with us if we increased the rates. You saw Side Seats comments, at the volume of business our members generate, he already can't afford to advertise with us.
We work with our member-vendors at the shows where we can to get them advertising space at a low or no cost. We don't ever control the shows we are at, we are a guest, but we always work hard to help our members display their wares at a reasonable price. We don't mark up any unavoidable table, tent or chair rent and often are successful at getting the show to give us favorable rates for those members who do display.
Faced with the sale of these side curtains which others were producing, we made every effort to survey advertised prices and to talk to producers about their pricing. Scott didn't get contacted. It is unfortunate that he didn't. We actually did discuss him when developing the prices, but no one on the Board had his contact information and we just didn't make the connection.
We have reciprocal advertising agreements with the Historical Construction Equipment Association, where we advertise our models in their magazine and they in ours for free. We are working on similar deals with other Clubs.
We have some existing model deals which are even better than joint venture. On those deals, the manufacturer invested all the cash, we provided technical advice and the license to produce the model, we both sell the models, they collect the money and pay us a service fee per unit. This is the best deal for us, requiring no cash investment, only a small management and technical investment and creates a cash flow for the Club. We are working on several such deals for future models.
With the George Logue patterns, the economic model at the top of our list is as I described above. Have someone license the use of the patterns, make the parts, warehouse and ship them, we sell them and they pay us a fee. We'd settle for a joint venture, where we share costs and marketing, but that is our second choice. We've got people beating the bushes across the country to find any foundry or machine shop who will do that type of deal. So far, we haven't found any competent shops interested in taking this sort of deal on.
If we were talking about making 100 or 500 units a month, we'd have people beating down our door. The problem is, realistically, how many people are going to buy a Sixty manifold? The Sixty manifold will probably cost somewhere around $2,200.00, plus shipping. How many Sixtys still exist? Even if all of them needed manifolds and every collector was willing to buy a new one, your talking total potential production of 1,000 or less, probably. Realistically, we're talking about a first production run of probably ten or maybe twenty units. That inventory will probably take months to sell, years if your not lucky, then you get to gear up, cast and machine ten or twenty more, then wait another several months to a year.
Looking at the Ten manifolds, at least there are a lot more tractors out there and the price should be cheaper. Even for those, though, you're talking about production runs in the ten to twenty units per run, and probably still a month or two between production runs. These are just not high enough volume units to make sense for a production business model.
The people who make them are like Side Seat, Scott and George Logue. These are a labor of love, not a profit center. Our Club can do them, and hopefully make just a little money at it, but we are not going to make a bunch of money or run other competitors out of the market. This is one of the reason we try to be so sensitive to the people like Scott, Side Seat and John Hahn, who are out there helping our hobby. The last thing we want to do is cause them difficulties when they are trying to help the thing that is at the core of our mission statement.
Thanks for your thoughts and insight. As I said before, this thread has provided many great new possibilities to improve the business of our Club going forward. We do need to keep in mind that the business of our Club is creating a good membership experience, preserving the tractors and facilitating the flow of information, not making a profit. We need to cover our costs, be economical in the projects we do, and preserve the value we have accumulated.
This is one of the reasons the models program was and will be so good for us. We can actively compete in that business without harming our core values and use the profits earned there to subsidize our core operations.
Pete.