Easy in print, but not reality and a simple reason at that. For one thing you can't just put a magazine on a shelf, you have to sell the concept to the book stores and that takes a sales force, which you have to pay. Also the bulk of the people that "want" the AMA magazine are already getting it for free so the bookstores competition are getting banged up real good from their supplier/competitor. The bookstores and mag shops know the game real well, there is no way to pull wool over their eyes. At the end of the day they need to sell the magazine, not just let it sit on the shelf as free advertising for the AMA. This is why you don't see EAA's or AOPA's magazine on any shelves either, same reason.

Most big box books stores will let you test market your rag and let it sit on the shelves for 3 months and if there is no sell through, you get to buy them ALL back. I have a feeling that AMA would be buying a lot of magazines.