• Bill Gibbs

    Bill’s Corner


    William is the managing editor, appointed to that position on May 1,2015, after serving as news editor for many years. He joined the Coin World editorial staff in 1976 as an assistant editor for "Collectors' Clearinghouse." Bill manages the editorial staff and is responsible for the day-to-day management of the print and online editorial content of Coin World. He serves as chief copy editor for all Coin World publications and directs  ditorial production aspects of Coin World. He has served as lead copy editor for all books published by Coin World since 1985. Bill began collecting coins at age 10. He is a graduate of Bowling Green State University and majored in journalism.

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  • Underestimating demand for sets frustrating to Mint’s customers

    ?When the U.S. Mint underestimates public demand for one of its products, collectors are quick to feel frustrated. When it happens twice in less than a week, the frustration doubles, not only for the collecting community but for Mint officials as well, as evidenced in back-to-back public comments by the Mint.

    Collectors were first frustrated on June 25 when the Jackie Kennedy First Spouse gold coins went on sale and were quickly placed in back-order status. Then sales began at noon June 30 for the Harry S. Truman Coin and Chronicles set, and ended after 15 minutes. When sales ended,16,780 sets had been sold from a maximum edition of 17,000 sets.

    The popularity of both products clearly caught United States Mint officials off-guard.

    In a June 30 statement, officials addressed the Jackie Kennedy First Spouse gold coin: “The Mint underestimated the initial demand for the 2015 First Spouse Series One-Half Ounce Gold Coins – Jacqueline Kennedy and, unfortunately, the products went on back order very quickly after sales started.”

    A day later, the Mint publicly commented on the Truman set (which contains the first-ever Reverse Proof Presidential dollar), noting that the edition size of 17,000 was based on sales of prior sets (lacking a Reverse Proof coin). The Franklin D. Roosevelt set, which went on sale Dec. 22, 2014, “had sold only 13,255 units as of June 29, 2015,” out of a maximum edition of 20,000 sets, the Mint noted in its comments. In contrast, the Truman set sold a “total of 16,780 sets ... in approximately 15 minutes.”
    Predicting the popularity of a future product can be difficult, and basing maximum mintages on past sales of similar products is a reasonable approach — usually. However, the addition of a Reverse Proof Truman Presidential dollar, a significant change, made the Mint’s prediction of those sales lacking.
    It is also reasonable for the Mint to factor in the popularity of a coin’s subject or theme. Mint officials did predict that demand for the gold coin depicting the popular Jackie Kennedy likely would be greater than for the other 2015 First Spouse coins and increased the maximum mintage to 30,000 (the other 2015 coins have maximums of 10,000 each). 
    One has to feel for Mint officials, having to face customer criticism twice in such short order. However, officials can use these experiences in any future product planning. 

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