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After duplicating the communication product, it is distributed to the intended users. Although in some cases, technical communicators have responsibility for distributing communication products, in most, someone else within the organizations does. But we can better support whomever has this responsibility if we can identify the different means of distributing communication products and recognize the issues associated with each.
The following sections describe the most common methods of distributing communication products and the issues associated with them:
Warehouses are used to distribute printed materials, diskettes, CD-ROMs, videotapes, and audiotapes intended for:
In the warehouse, communication products are stocked according to some identification scheme so they can easily be found when filling an order. Communication Products intended for distribution in warehouses, then, usually have an identifying number.
Many also have universal price codes printed (UPC) on them so that the communication products can be easily scanned into a computer for tracking inventory.
In many cases, customers order a group of related communication products at the same time, such as a diskettes with an application and the associated manuals. Many inventory systems have additional sets of codes for managing distribution of related products.
Another issue to be considered is how many communication products to initially print and how frequently to reorder. Many publications warehouses, as they are called, have sophisticated inventory management systems that determine the number of communication products to print and, when stock is running low, prompt a reprint. To hasten the reprinting process, make sure that the printing plates are easily retrieved so the printer can start the job as soon as possible.
Last, people managing warehouses with communication products need to deliver them on a timely basis to the people placing orders. The process of filling orders and delivering them to customers is called order fulfillment. Most warehouses have sophisticated processes for filing orders.
Stores are used to distribute the same types of communication products as warehouses¾ printed materials, diskettes, CD-ROMs, videotapes, and audiotapes¾ to general consumers. These products are usually sold in stores, including book stores, software sellers, and computer stores.
Most stores are supplied from warehouses, and therefore face deal with many of the same issues as warehouses: how many to print, when to reorder, and the like. Like warehouses, stores use sophisticated inventory management systems that suggest how many copies to stock and when to reorder.
In addition, distributing communication products through stores poses two unique challenges. The first is distribution; can your client even get stores to place the information on their selling floor? Many stores only deal with large distributors who, in turn, only stock the communication products produced by large publishers. The second challenge is shelf space: where on the shelf is your communication product placed and how much space do you get? Is the space easily visible to shoppers or do they need a map to find it? Does the store expect a low demand for your communication product and stock only one of your communication product or does the book have several copies, ensuring one is likely to be available whenever a user wants it?
Servers are used to distribute online and multimedia information to internal and external audiences. Servers provide all types of information, such as online brochures (presented as web pages), policies and procedures manuals, forms, parts lists, status of orders, and news.
The challenges involved in distributing information on servers include:
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(c) Copyright. 1999, 2000, 2001, 2002. Saul Carliner. All rights reserved.
