Useful, accessible information on circulation and audience development for magazine publishing professionals.

ARTICLES, POVS AND COMMENTARIES.

Content marketing specialists know there is a great return on investments especially when teamed up with a quality telemarketing... Ronen Ben-Dror explores some options. Click here to read.


Native advertising is here to stay, probably. It is a good thing, possibly. So why can't Glen Martin decide whether he likes native or not? Click here to read.


Just how safe is your data? With so much data held by publishers, could it be "hacked?" Elaine Tyson and Roy Beagley asked the people that know, the fulfillment bureaus themselves. Click here to read.


We act as if “native advertising” is something new, so what is it and how should we best use it... an introduction to "native advertising!" Click here to read.


Virtually all marketing campaigns are most successful when they employ a multi-channel approach to a targeted audience... even in the "all-digital" world. Click here to read more....


On October 16th last year, a new regulation from the FCC went into effect. Ronen Ben-Dror asks how does the FCC rule affect you in the B2B environment? Click here to read more....


The Interactive Advertising Bureau found that more than a third of web traffic is fraudulent and BPA says only 40% of ads measured are actually viewable, but how much of a problem is this? Click here to read more....


Telemarketers are well aware of the Personal Identifier Question and recent changes in rules regarding the PIQ have caused somewhat of a debate in the industry. Ronen Ben-Dror of Blue Valley Telemarketing takes a look at what gives. Click here to read more....


An accurate call list is an extremely important aspect in waging a successful telemarketing campaign. Scrubbing the list is the responsibility of the publishing company and the telemarketing agency. Click here to read more....

Customers of telemarketing services often commission work without undertaking even the most elementary checks. What should the informed customer look for when choosing an outbound telemarketing agency? Click here to read,


Publishers need to address the USPS's suggested increase before it is too late. Click here to read,


Evaluating how a campaign is working while agents are in the process of communicating with current or potential clients, live monitoring is an essential tool. Can companies afford to waste all those efforts on a careless approach to monitoring the campaign? Of course not. Click here to read more....


Social media channels today are playing an interesting role in the future and the publishing world now views social media as a positive exchange with subscribers, so To Tweet or Not to Tweet, That Tis the Question Click here to read more....


How Well Do You Know Your Audience? The more you know, says Ronen Ben-Dror, this could eliminate the battle of qualifying leads. Click here to read more....


Free magazines are different from "Controlled" as we all know, but the distinction is becoming less and less relevant to advertisers. Click here!


Sending out a direct mail campaign requires a good lettershop operation... Karen Tyson explains....


Cash flow is probably the most important resource any business has. Benefit from Peter's insight and knowledge. Click here to read this exclusive article.


How to manage a telemarketing campaign and make it work for you. Karen Tyson explains....


While all major publishers maintain marketing databases, it is just as important for small publishers too. Pam would argue it’s more important than ever to maintain a database as a tool for identifying, developing and implementing strategy. Click here!


Circulation can be an asset on a sales call. Peter Lenahan explains what to do, and as importantly not what to do in this exclusive article. Click here!


For years the concept of earning and deferring income has confused many, but it is not that difficult. Get the facts behind earned and deferred income from Peter Sangiorgio. Click here to read more....


Getting a direct mail package printed takes advance planning. Karen Tyson has some thoughts and ideas as to how to make this sometimes daunting prospect easier to handle... Karen Tyson explains....


Enjoy and benefit from this exclusive article for CircSpot.com written by Peter Lenahan who explains why the circulation staff keep the sales force motivated, and how that benefits all concerned. Click here!

Reader's response: One of most intelligent articles I have ever read on ad sales and the all-important relationship with circulation. Well said. Harry S, Sacramento, Calif - via email.


Businesses that put their customers front and center will ultimately win and the secret to successfully scaling CRM practices into any large organization is to really understand your markets. Benefit from Pam's years of experience and learn how to segment your file and become a success. Click here for Pam's insight.


To develop a realistic circulation forecast based upon current economic, industry, and company conditions is part of any circulation director's job. Benefit from the accountant's view and read Peter Sangiorgio's 5 Simple Tips to consider when developing a Circulation Budget. Click here for Peter's insight.


Rebecca Sterner is one of the most respected people in the audience development job function. Now you can benefit from Rebecca's knowledge on Setting Up an Auto Renewal Program. Click here.


When executing a direct mail program, you should give lots of thought to the requirements of merge/purge. This could end up saving you a great deal of money, not forgetting making your life a great deal easier. Karen Tyson explains...


5 Mistakes You Should Avoid When Planning Your Audience Development Efforts by Kinjal Husges. Click here to read more....


August 3rd 2015
Armed Forces Day (Equatorial Guinea)
Flag Day (Venezuela)
Independence Day (Niger)

is the 215th day of the year and there are 150 days remaining until the end of the year.

 
TODAY'S NEWS HEADLINES:
A Syrian warplane crashes in a marketplace in the north-western town of Ariha amid bombing raids, killing 17 people, activists say.

The driver of a bin lorry which crashed in Glasgow, killing six people, did not disclose his medical history an inquiry hears.

Multi-millionaire Real Madrid star Cristiano Ronaldo gives his agent Jorge Mendes a Greek island as a wedding present.
Singer Cilla Black has died, aged 72.
President Obama has rejected calls to pardon Edward Snowden for revealing details of America's unlawful spying programme.

A beach in the south of France that was closed for the Saudi king's holiday reopens after he cut his holiday short. (Hey, it's good to be King!)

US Secretary of State John Kerry is visiting Qatar to try to reassure Gulf allies over the nuclear deal with Iran.

The main Athens stock index, the Athex, plunges by 22.87% on Monday as trading resumes after a five-week closure.

Malaysian officials meet French investigators in Paris before tests are carried out on a wing part suspected of being from missing flight MH370.
BORN TODAY:
1734 – Naungdawgyi, Burmese king (d. 1763)
1855 – Joe Hunter, cricketer (d. 1891)
1872 – Haakon VII of Norway (d. 1957)
1887 – Rupert Brooke, poet (d. 1915)
1911 – Alex McCrindle, actor (d. 1990)
1923 – Pope Shenouda III of Alexandria (d. 2012)
1924 – Leon Uris, author (d. 2003)
1926 – Rona Anderson, actress (d. 2013)

1926 – Tony Bennett, singer and actor
1936 – Edward Petherbridge, actor and singer
1940 – Lance Alworth, football player
1940 – Martin Sheen, actor and producer
1946 – Syreeta Wright, singer-songwriter (d. 2004)
1949 – Philip Casnoff, actor and director
1956 – Balwinder Sandhu, cricketer and coach
1957 – Bodo Rudwaleit, footballer and manager
1957 – Kate Wilkinson, lawyer and politician
1960 – Tim Mayotte, tennis player and coach
1979 – Evangeline Lilly, model and actress
1984 – Ryan Lochte, swimmer

DIED TODAY:
2006 – Elisabeth Schwarzkopf, soprano and actress (b. 1915)
2002 – Carmen Silvera, actress and singer (b. 1922)
2001 – Christopher Hewett, actor (b. 1922)

TODAY IN HISTORY:
8 – Roman Empire general Tiberius defeats the Dalmatae on the river Bathinus.

881 – Louis III of France defeats the Vikings.

1492 – Christopher Columbus sets sail from Palos de la Frontera, Spain.

1778 – The theatre La Scala is inaugurated.

1795 – Treaty of Greenville is signed.

1860 – The Second Maori War begins in New Zealand.


1913 – A major labour dispute, known as the Wheatland hop riot, starts in Wheatland, California.

1914 – World War I: Germany declares war against France.

1960 – Niger gains independence from France.

2004 – The pedestal of the Statue of Liberty reopens after being closed since the September 11 attacks.

2005 – Mahmoud Ahmadinejad becomes President of Iran.

LATEST AND ANOTHER THING!
Do those onscreen program promos really work, or is it the Lemming theory taking over?
Click here to read.


For previous 'And Another Thing' articles, click here.
LATEST STRAIGHT TALK
There are a number of programs available that might help you find more subscribers for your magazine. One of them is a polybag ride-along like this one. Click here to read.

For previous 'Straight Talk' articles, click here.

August 3rd 2015
TRINITY MIRROR ONLY MAKES £12,500,000 IN FIRST HALF OF 2015.
Makes you almost weep doesn't it? Says Jasper Jackson at theguardian.com 'Profits at Trinity Mirror fell to £12.1m during the first six months of 2015 as it faced a print advertising slump and the costs of covering payments to victims of phone hacking.'

Revenues were down as was print advertising but digital advertising rose by over a quarter, however says Paul Linford at holdthefrontpage.co.uk 'the company admitted that the “digital tipping point” at which the increase in digital revenues offsets the decline in print revenues had been “pushed out.”'

Says Mr. Jackson 'The company has so far set aside £28m to cover phone-hacking claims and is appealing against the scale of the payments set in May when the judge hearing the civil claims against the company, Mr Justice Mann, awarded a total of £1.2m to eight victims.' For more, click here.
NEW MAN. ED. AT ROLLING STONE.
Jason Fine is to take over as the managing editor of Rolling Stone after the departure of Will Dana last week.

Says Ravi Somaiya at nytimes.com 'Mr. Fine, 49, said in an interview that he would formally start his new role in the second week of August, though he would oversee the close of the current issue this week. Mr. Fine will also assume the role of editorial director of Men’s Journal, Rolling Stone’s sister publication, which Mr. Dana had held earlier.' For more, click here.

A PAYWALL FOR THE STAGE...
The 135-year old The Stage is going to charge a £3 monthly fee for people to view certain areas of their web site. “Some areas of the site will remain free to access, and some routes to the site (such as social media) will also be excluded from payment,” says online editor Paddy Smith. For more, click on the broken leg.
... AND YET IT IS TIME TO SAY GOOD-BYE TO... PAYWALLS!...
Toni Fitzgerald at medialifemagazine.com says paywalls 'work for a few very large papers but not for many others.' Paywalls were instituted a few years ago to basically offset the decline in print advertising. And let's be honest, the average reader could not give a tinker's cuss about most advertisements seen in publications they subscribe too, so the idea that paywalls would offset revenues from print advertising was flawed in the first place. But notes Toni 'it’s becoming clear that paywalls won’t be the cure for what ails the newspaper industry.'

“As free content continues to proliferate on the web, many publishers are finding it harder and harder to charge for their publications,” notes a recent study on digital ad trends by Hubspot.

As with most things nowadays, publishers underestimate their value to their readers. Yes, people should pay for content online, after all, its value is the same whether it appears in print or online, but the problem is, consumers, in the main, do not believe they should pay for items online unless making actual purchases.

Notes Toni 'the Toronto Star launched a paywall that forced readers to pay for its online content, including articles and videos on its website and digital apps. One year later, it took that paywall down.' The Sun in the UK also relaxed their paywall requirements, although there is currently still a paywall in place, but for how long? For more of Toni's illuminating report, click here.
... AND SOMETIMES 'ONLINE' FAILS... AMERICAN JOURNALISM REVIEW CEASES.
'The American Journalism Review will stop publishing online, bringing to an end 38 years of reporting on the news media' reports abcnews.go.com.

Originally it was published 11 times a year, in print, and then it cut back to just three issues, then it went online, and now it has gone offline, for good.

Whether the web site will continue to publish new content is not clear, although the existing archives will remain available, at least for a while.




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PROMOTIONS WE HAVE RECEIVED - AND WHY THEY ARE GOOD (OR BAD?)

We recently received an interesting direct mail package offering a subscription to House Beautiful magazine.  It’s interesting for a number of reasons. Click on the picture below for more details.
The New York Times wants me back - nice. An outer envelope that perforates on the right, left and top which then revels a single order form and a postage paid reply envelope (not shown.) It is an interesting offer '50% off for 16 weeks' - the 50% off I understand, but the 16 weeks has me a tad confused... more than a quarter, less than a half and not quite a third. If it was intended to get me thinking, it did.

I can get all the digital elements my little heart desires and access to nytimes.com. Ordering is made easy, I can phone, go online even use the USPS and try and reduce their losses.

Sadly, the reason I canceled my subscription weighs heavier on my mind as does the all-singing, all dancing offer I received, so for the moment NYT - thanks, but no thanks. To enlarge the image on the left, click on the image.
We recently received the regular offer from Opera News and this offer, like our old nanny Mary Poppins is practically perfect in every way. '3 Risk-Free Issues' always a vote grabber, a free gift offer of a CD, an involvement device, savings of 68%, and a reply by instruction. We may have died and gone to heaven!

Inside, or the reverse depending on your point of view, 'Free' is mentioned not once, nor twice but four times in as many paragraphs and an excellent re-stating of what we are going to get, or not if we don't reply in ten days. The Free issues are even restated on the reply card. Whoever wrote and designed this should be sent a bag of onions, because they sure as hell know them. It looks good, does all the right things and Opera News mail it regularly, so we can conclude that it works for them. (Click here or on the thumbnail to view larger image.


We received our monthly renewal offer from TV Guide this week, and it does all the right things and looks good, and makes ordering very simple. As with many publications the actual renewal date is not mentioned, something which annoys me as a subscriber, but pleases me as a marketer - can you tell I am a Gemini? IF you click on the image above, you can see what happens at the ordering stage, although this is made as simple as possible. Interestingly, for an online order form, and a renewal form at that, TV Guide offers a Bill Me option.
Here's a good offer from Oracle Magazine for a qualified controlled publication. It has good benefits copy and makes requesting Oracle Magazine easy with a couple of "Subscribe Now" buttons.  There is interesting PS copy offering a new publication for those who might be interested in Java Magazine as well as Oracle. The design is clean, uncluttered and attractive. To view the offer, click here. Not sure why the publisher is only offering six free issues, but given the quality of the promotion there must be a very good reason.

Here is the latest offering from People magazine. Nice personalized outer envelope, and a simple and concise brochure showing good covers and copy that sells the subscription. To order, it's old school, snail mail - no mention of ordering via the web anywhere. Nice package and well done to People for knowing that direct mail via the post office is still a good way to get orders.

Click on the image to see large versions.
people
Here’s what appears to be an advance renewal offer from Vegetarian Times.  It’s a renewal sweeps – smart idea because the original sub order was placed through PCH.  We’re assuming it’s an advance renewal as only one copy of the subscription has been received thus far.  The offer is a strong one –a 78% saving on the renewal plus a chance to win $25,000 (along with other prizes).  Package includes clever “sweeps” techniques on the outer envelope, an offer deadline and small flyer detailing prizes.  Good job, Vegetarian Times!

Click on the image to see large versions.
people
We received this double postcard from GQ magazine. The card looks great, has a nice cover and a nice free gift, but also has a rather confusing offer. '24 issues of GQ for only $20.00 - that's 83c (plus 17 cents shipping and handling) per issue; in other words $24.00 then. If you add 83 cents to 17 cents, you get $1.00 which if you then multiply by 24 issues you get $24.00. Click on the image to see large versions.
people
When my subscription of 'The Week' arrived last week, inside the envelope was an offer for 12 issues of 'The Oldie' magazine. As far as I am aware these magazines are independent of each other, but have a great deal in common.

This is a nice way of promoting a magazine that is probably already known to readers of another magazine and would be fairly cheap to produce and execute. Nice offer. Click on the image for a larger view of the outside and inside.
people
Always nice to get something from 'The Economist' as they always do things so well.

A free copy of 'The World in 2013' is a nice incentive for the readers among us, and a free tablet cover for the tecchies to boot - which also indirectly pushes the digital version.

The predominant red is great as it screamed "ECONOMIST" as soon as I opened my email. Oh and 69c a copy, they got me! [Click here or on image for large version].
people
'People' really knows how to use it's house file. Good offer, nice creative and use of personalization.

The offer is strong and the order form is pre-populated - what's not to love?
people
(Click on the image to see larger size and also the order form page.

This is an interesting offer. On the one hand it pushes newsstand sales, you can save $1.00 if you print out the coupon. However if you clicked on the Save $1.00 link you can also subscribe and get eight issues free.

An offer is an offer,
even though this offer
is not publishing related,
it has ignored basic
promotion rule 1-0-1:
Know Thy Prospect!

I AM NOT A
MEDICARE RECIPIENT!


To view larger size, click on the above image.

A recent offer from People magazine. It looks simple but a great deal of thought has gone into this offer, not least the cover featured on the tablets.


To view larger size, click on the above image.
Let's state it up front - we know the email at the end of the link is spam. Even so, it is a great example of why some design is a good thing in email promotions - even text only promotions. We cannot believe anyone who got this email would even have got so far a clicking a link! Click here to see the email, which is a screen shot taken from our computer.

Rebecca Sterner wrote on CircSpot on how to set up an autorenewal. It just so happens that today we received our auto renewal for Time. In all honesty we had not planned to renew it, but it is done, and although we could cancel it, $81.00 for 56 issues is not worth the hassle of canceling, so we guess the auto renewal worked... at least in our case.


To view larger size, click on the above image.
A CircSpot.com reader looked for something on the Times of London web site, and this popped up while the page they wanted to view was loading. He liked it, took a picture, and sent it to us - thanks Glyn C-R of Buckinghamshire.

To view larger size, click on the above image.

A CircSpot.com reader subscribed to Fast Company and paid $10.00 for a subscription. After placing the order, they received an email offering a $5.00 credit if she can get another person to subscribe in the next 6 hours. This seemed like a very clever idea to the the person who sent us the information - and we agree.

To view larger size, click on the above image.

Here's a nice promotion from The Nation.  It's quick to read, offers an invitation to receive exclusive free offers - it's a flattering offer and comes from a credible publication.

It ultimately leads you to a subscription landing page offering 4 free issues (very strong offer) plus attractive subscription prices and a choice of format - print or online access.
The promotion is clean and uncluttered with enough enticing benefits to attract readership.



Click on the image above for a larger version.