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

May 25th 2017

is the 145th day of the year and there are 220 days remaining until the end of the year.

 




TODAY'S NEWS HEADLINES:

The Queen has described the bombing in Manchester as "very wicked" as she visited victims being treated in hospital.

Ariana Grande's manager has said he will honor the victims of the Manchester attack by "laughing, loving and living" as he vowed to "fight on". Meanwhile, Ariana Grande's concerts at London's O2 Arena on Thursday and Friday have been cancelled following the Manchester suicide bombing - which seems opposed to the "laughing, loving and living" doctrine of her manager.

Former DJ Jonathan King has been charged with 18 sexual offences allegedly carried out against boys between 1970 and 1986.

Greg Gianforte, the Republican candidate in a crucial US election race, has been charged with assault after he allegedly "body slammed" a journalist.

Ireland is preparing to launch its first satellite in space.

Indonesia's anti-terrorism unit raided the home of a suspected suicide bomber on Thursday as authorities linked attacks that killed three police officers at a Jakarta bus station a day earlier to the Islamic State militant group.

A Chinese consortium has paid $600m (£462m) for the world's second-largest condom maker; whether the deal has been rubber-stamped is not clear at the time of posting.

An Indian woman who alleges she was forced to marry a Pakistani man at gunpoint has returned to India, a day after a court in Islamabad granted her request to leave.

Thailand's telecoms regulator said on Thursday anyone wanting to use or buy a pre-paid SIM card for a mobile phone in the deep south will have to have their fingerprints verified and face scanned to stop insurgents from using them to trigger bombs.

Protesters demanding the resignation of Brazilian President Michel Temer staged running battles with police and set fire to a ministry building in Brasilia on Wednesday.

The re-booted 'Twin Peaks' got just 506,000 viewers when premiered in the U.S. although reviews for the premiere have been positive for the most part, often comparing it favorably to the original series.

Australia's first Indigenous constitutional convention is set to agree on a pathway to constitutional recognition.

Ben & Jerry’s has banned customers from ordering two scoops of the same ice-cream flavor in a fight for marriage equality in Australia.




BORN TODAY:

1550 – Camillus de Lellis, Italian saint and nurse (d. 1614)
1845 – Lip Pike, American baseball player and manager (d. 1893)
1846 – Princess Helena of the United Kingdom (d. 1923)
1869 – Mathilde Verne, English pianist and educator (d. 1936)
1913 – Richard Dimbleby, English journalist and producer (d. 1965)
1921 – Kitty Kallen, American singer (d. 2016)
1921 – Hal David, American songwriter and composer (d. 2012)
1926 – Phyllis Gotlieb, Canadian author and poet (d. 2009)
1933 – Ray Spencer, English footballer
1935 – Victoria Shaw, Australian-born American actress (d. 1988)
1939 – Dixie Carter, American actress and singer (d. 2010)
1944 – Digby Anderson, English journalist and philosopher
1944 – Frank Oz, English-born American puppeteer,
filmmaker, and actor
1958 – Dorothy Straight, American children's author
1969 – Anne Heche, American actress
1985 – Demba Ba, French footballer
1985 – Gert Kams, Estonian footballer



DIED TODAY:
2014 – Herb Jeffries, American singer and actor (b. 1913)
2014 – David Allen, English cricketer (b. 1935)
2003 – Sloan Wilson, American author and poet (b. 1920)
1983 – Idris of Libya (b. 1889)
1786 – Peter III of Portugal (b. 1717)
1555 – Henry II of Navarre (b. 1503)
1261 – Pope Alexander IV (b. 1185)
1085 – Pope Gregory VII (b. 1020)
615 – Pope Boniface IV (b. 550)





TODAY IN HISTORY:

1420 – Henry the Navigator is appointed governor of the Order of Christ.

1659 – Richard Cromwell resigns as Lord Protector of England following the restoration of the Long Parliament, beginning a second brief period of the republican government called the Commonwealth of England.

1660 – Charles II lands at Dover at the invitation of the Convention Parliament (England), which marks the end of the Cromwell-proclaimed Commonwealth of England, Scotland and Ireland and begins the Restoration (1660) of the British monarchy.

1878 – Gilbert and Sullivan's comic opera H.M.S. Pinafore opens at the Opera Comique in London.


1914 – The House of Commons of the United Kingdom passes the Home Rule Bill for devolution in Ireland.

1935 – Jesse Owens of Ohio State University breaks three world records and ties a fourth at the Big Ten Conference Track and Field Championships in Ann Arbor, Michigan.

1961 – Apollo program: U.S. President John F. Kennedy announces before a special joint session of the Congress his goal to initiate a project to put a "man on the Moon" before the end of the decade.

1977 – Star Wars is released in theaters.

1982 – HMS Coventry is sunk during
the Falklands War.

1983 – Return of the Jedi is released in theaters.

2002 – China Airlines Flight 611 disintegrates in mid-air and crashes into the Taiwan Strait. All 225 people on board are killed.

2011 – Oprah Winfrey airs her last show,
ending her twenty-five-year run of The Oprah Winfrey Show.

2013 – A gas cylinder explodes on a school bus in the Pakistani city of Gujrat, killing at least 18 people.
AND ANOTHER THING!
If Twitter is the future, we are all doomed.
Click here to read.

For previous 'And Another Thing' articles, click here.

LATEST STRAIGHT TALK
The Myths of Circulation.
Click here to read.

For previous 'Straight Talk' articles, click here.
CircSpot.com publishes cartoons from time to time; to check out some of the best, click here.

Day 145 of 365: National Tap Dance Day (United States); Geek Pride Day; Africa Day (African Union).
NEW YORK OBSERVER E-I-C RESIGNS.
Ken Kurson is leaving the New York Observer for pastures new in the 'corporate world as senior managing director at global advisory firm Teneo' says Corinne Grinapol at Adweek. 'He previously served as executive vice president of Jamestown Associates, a political consulting firm based in Princeton, New Jersey and Washington, D.C' says wikipedia.com.

The New York Observer was once a weekly newspaper but is now a web site that was once owned by Jared Kushner, the odd-job man for President Trump. In a farewell email Mr. Kurson said lots of nice things about the former owner and notes 'people can snark it up all they like-they certainly will-but at the end of the day this guy spent a ton of money and mostly let us do what we thought was best.' For more of Ms. Grinapol's report, click here.



A NEW FOCUS
'Entrepreneur Magazine no longer wants to be the "nuts-and-bolts," small-business publication it was' writes Laurie Fullerton at thedrum.com 'and so the title is broadening its focus.'

Jason Feifer the editor-in-chief said in an interview on Beet.TV "Entrepreneurs today don’t have to be the head of a company as everything is entrepreneurial now" which is good to know. He said quite a lot, to find out what, click on Mr. Feifer below.


Day 144 of 365: Victoria Day (Canada); Commonwealth Day (Belize); Bermuda Day (Bermuda).
SHUT UP AND TAKE MY MONEY.

It is a popular blog and now is, or hopefully will be, a popular magazine. Published by D'Marge they say 'after months of planning and further months of toiling away in our dungeon headquarters, D’Marge is now the proud parent of its first ever print publication, "Shut Up & Take My Money".'

It is based on what to buy when money is no object which could be a magazine called Shut Up and Take the My Money if the price is right - well it could - just saying. You can get more information at the D'Marge web site, which is just a click away!

Quadrant's editor-in-chief apologised for article about bombing ABC's Q&A program.
HAMPTONS DEFIANCE.
'The Hamptons publishing scene is once again defying the soft national trend' says Keith J. Kelly at the New York Post. The Hamptons, for those of you not familiar with the eastern New York area is where the rich people hang out so you will not be surprised to learn that 'revenue at the beachy titles is up double digits and publishers are tossing posh kickoff parties this weekend — with other big events planned through the summer' says Mr. Kelly. For more, click here.

YOU DIRTY RAT.
1 World Trade Center sounds like a posh address, indeed it is a posh address, in fact it is where all the best-dressed rats want to hang out!

'Condé Nast’s rat problem at their 1 World Trade Center hub was so bad Anna Wintour would refuse to step one manicured toe in her office' says Julia Marsh and Elizabeth Rosner at the New York Post thus ensuring a great view for the rats in attendance.

Other problems seem to abound including 'dirty and not transparent' windows and call us crazy but with the rents being paid you should be able to enjoy the view. For more, click here.
CRMA WINNERS.
Sarasota Magazine, Portland Monthly and Texas Monthly won the coveted general excellence awards in their circulation categories in the 32nd Annual National City and Regional Magazine Awards competition announced May 22 at CRMA’s annual conference in Houston, Texas.

Texas Monthly swept this year’s awards, claiming seven prizes. Chicago Magazine won five awards, and 5280 (Denver) and Boston Magazine scored three awards each. Atlanta Magazine, Baltimore Magazine, Philadelphia Magazine and Portland Monthly secured two awards each. Eight other magazines — Charlotte Magazine, Cincinnati Magazine, D Magazine, Los Angeles Magazine, Our State: Celebrating North Carolina, Sarasota Magazine, St. Louis Magazine and Washingtonian Magazine — won single awards.

Texas Monthly won the Profiles category for larger circulations with “The Iconoclast,” Eric Benson’s story of an immunologist who challenged prevailing medical wisdom to uncover a possible cancer cure. The magazine excelled in the design categories, winning four awards. “Objects of Our Affection” took top honors for Feature Design for circulations greater than 60,000 for its inspired use of typography and silhouetted photography that highlight Texas artifacts. Texas Monthly won Cover Excellence for its impressive use of portraiture and food styling, and the thoughtfully crafted August issue won the Excellence in Design category. Victoria Millner was named Designer of the Year for a diversity of work in Texas Monthly, including eye-catching infographics, beautiful illustrations and engaging use of typography.
Chicago Magazine won two writing awards, including Essays, Commentary and Criticism for Peter Nickeas’ gripping account of covering the city’s violent crime in “Three Years of Nights.” The magazine’s Bryan Smith was awarded Writer of the Year for his ability to portray subjects, including the world’s best female basketball player and a puritanical, sex obsessed cult leader, with equal parts ferocity and care. The magazine also won the Photography category for a culturally aware neighborhood profile, and “For the Love of Pets” received top honors for Leisure and Lifestyle Interests. Chicago Magazine also won Excellence Online for a fulfilling and urgent digital experience.

5280’s “Still Life” by Chris Outcalt,” a chronicle of injustice faced by one man sent as a teenager to prison for life without parole, won for Civic Journalism. The magazine also won the Reader Service and E- Newsletter categories. Boston Magazine won three writing awards, including Reporting, for Gus Garcia- Roberts’ story of a convicted killer’s possible innocence, Excellence in Writing, for the original reporting and fresh angles of the magazine’s December issue, and Food or Dining Writing, for Jolyon Helterman’s fresh and energetic reviews.

Spread Design for circulations greater than 60,000 went to Atlanta Magazine, as did Ancillary General Interest, for the magazine’s literary-themed fall/winter “Southbound” issue. Baltimore Magazine excelled in design, winning awards for Spread Design and Feature Design for circulations less than 60,000. Philadelphia Magazine took home two writing awards: Liz Spikol’s wit and reporting won the Column writing category, and Sandy Hingston’s “What Are the Chances?” won Feature Story for circulations above 60,000. In addition to its General Excellence award, Portland Monthly’s Design Annual was honored for Ancillary Home/Shelter.
Charlotte Magazine’s Michael Graff took Feature Story for circulations less than 60,000 with “Mustang Green,” a three-part series on a talented high school athlete, a dedicated father and coach and a public school’s evolving understanding of diversity. Cincinnati Magazine’s “Frontlines” won Magazine Section for its tight editing and daring attitude. D Magazine’s Peter Simek won the Online Column category. Among Simek’s authoritative pieces was a next-day column on a shooting of police officers during a march against police violence.

The sugary delights of Los Angeles Magazine’s “The Sweet Life: L.A.’s Best Desserts” won the Food or Dining Feature Package category, and the writing, behind-the-scenes photography and videography of Our State’s “A Long Way to the Sea” won Multiplatform Storytelling. St. Louis Magazine’s Jeannette Cooperman took top honors in Profiles less than 60,000 for “The Mission,” a profile of soon-to-be Missouri Gov. Eric Greitens. The real-life wedding profiles and unexpected ideas of Washingtonian’s “Bride & Groom” earned the award for Ancillary Weddings.

More than 100 judges selected the finalists. They included representatives from publications such as AARP the Magazine, Advertising Age, Audubon, Cosmopolitan, Better Homes & Gardens, Country Gardens, Diabetic Living, Discover Magazine, Eater, ELLE, Entertainment Weekly, ESPN The Magazine, Esquire, Everyday with Rachel Ray, Family Circle, Fast Company, Food Network Magazine, HDTV Magazine, The Hollywood Reporter, Houston Press, Marie Claire, Men’s Health, Midwest Living, Milwaukee Business Journal, Milwaukee Journal Sentinel, Modern Farmer, National Geographic, Outdoor Life, Oxford American, OUT, Popular Mechanics, Reminisce Magazine, Runner’s World, Saveur, Southern Living, Successful Farming, Sunset, Time, Village Voice Media, the Washington Post and Women’s Health, as well as journalism professors from the Missouri School of Journalism.

Day 143 of 365: World Turtle Day.
WHY WE DON'T LIKE TINA BROWN.
Here at CircSpot we try very hard to be fair and we work hard at it and succeed more often that we fail. It is fair to say we don't like Tina Brown, never have, never will and we dislike saying that because we have never met her. Whenever possible people deserve the benefit of the doubt and we try but in the case of Lady Evans we feel she has always been given far more credit than she has earned. If you doubt us we have two works Talk and Newsweek. Recently Roger Ailes died and for the most part we dislike him too, again we have not met him, but he had done things that are frankly just too abhorrent for words, at least they are to us but not apparently for Lady Evans who tweeted:
Lady Evans managed to induce a landslide of responses, pretty much all of them... well, judge for yourself:

We don't really need her to tweet "all are right here", we already know that! Some of us knew what Mr. Ailes was like and did not need the twitter-sphere to put us right!

For the benefit of Lady Evans here are some other people who are, or were, not nice: Ian Brady, Myra Hindley, Yorkshire Ripper, Jack the Ripper, Ted Bundy, Harold Shipman, Rolf Harris, Gary Glitter, Charles Manson, the guy on The Walking Dead with a baseball bat called Lucille, Dexter, most people arrested by Columbo, everyone that describes anything as awesome when it isn't and Montgomery Clift when he leaves Olivia de Havilland waiting at the window!

We have a suggestion for Lady Evans, stick to telling us how wonderful you are, and your husband is - it is just as vomit-inducing, but not nearly as offensive!

LATEST HEARST MAGAZINE HITS NEWSSTANDS TODAY.
'The premiere issue has 45 pages of advertising' scribes D. B. Hebbard at Talking New Media and 'the new title is launching with a rate base, or guaranteed circulation of 350,000, and a cover price of $3.99.' For more, click here.
MORE LAYOFFS!
This time at the Sacramento Bee says Benjamin Mullin at poynter.org 'the latest in a series of staff reductions executed by its corporate parent, The McClatchy Company.'

According to Sacramento Bee Executive Editor Joyce Terhaar there are other imminent departures as well. She sent an email that started "Folks — as you are all likely are aware, we have had layoffs today; everyone affected by a layoff has been told." This sounds good but unfortunately the email did not end there: "In addition, we are offering some buyouts. Some of you are in job categories that are receiving actual packages. In addition, we will consider other requests." For more of Mr. Mullin's report, click here.

New Trends Reveal Smarter B2B Marketing Techniques, and What You Can Do to Get the Competitive Edge by Ronen Ben-Dror.

The role content marketing encompasses today as a part of a company’s overall marketing strategy is becoming more and more crucial.  As a result, content marketing distribution strategies are critical as a key to success. Where it used to be considered a cutting edge move to have a blog and a social media account, those tools are the bare minimum for any content marketing strategy. You need to know what the latest trends are in B2B content marketing practices so that you can maintain an edge over your competitors.

Recent survey results published by Spotlight reveal some interesting movement among content marketers and can be useful in developing your strategy and maximizing the effectiveness of your content. Here are six important trends to consider as you plan your content marketing strategy:

  • Content calendars are a central part of the process. Six out of ten marketers report that they use advance planning for their content strategies. Most content teams are scheduling content throughout the calendar year, thinking ahead about their comprehensive strategy and how each piece fits into their overall plan. Using a content calendar is an effective way to focus your team’s marketing goals and think broadly about cross-promotion and other techniques for your content.

  • Targeting is becoming more precise. Spotlight’s survey showed that three out of five marketers are targeting their content to a specific audience. They are learning more about who their potential clients are, with data expanding beyond items like gender and job title. Marketers are learning about the specific challenges of their audience, their preferred social media platform and what types of content they are already consuming.

  • It is important to know what kind of content your audience prefers.  In the B2B industry, you have many formats at your disposal, including blogs, video, infographics, white papers and e-books to name a few.

Do you know what kind of format your audience prefers?

Spotlight’s survey found that their respondents prefer blogs, white papers and videos to other formats like e-books or spreadsheets.  Read further on this topic by looking at our white paper and the results we found on the opportunities that marketers are missing by not including enough white papers in their content strategies.

  • It’s important to focus on SEO. It’s critical that your keywords are highly relevant to your target audience and that your content is turning up when your target audience goes to try to solve a problem or challenge they’re having. Sixty percent of marketers are prioritizing the refining of their SEO. It’s crucial that you set aside enough in your marketing budget for SEO.

  • Effective marketing means working smart. The survey found that the marketers that utilized the best technology had the best results for their marketing efforts. In many cases, this meant combining various tools rather than using one comprehensive resource for all marketing activities. Get to know the tools that are out there for tracking your target audience’s responses to your content and keeping you on target with your content calendar. Start investing in technology to support your strategy and you’ll see a quick return.

  • Good marketers keep an eye on the other guy. Do you know what your competitors are doing with their content? If you do, you’re likely better at keeping your edge and staying with the trends. Spotlight found that 36 percent of marketers are purposeful in tracking what their competitors are doing.

What you can do to get ahead of the trends?

If you read the above list and wonder if you can ever keep up with changing marketing trends, this section is for you. Getting ahead of the trends in B2B marketing often means pulling in a different technique that your competitors haven’t considered.

Including telemarketing in your content marketing strategy is one of the most reliable ways to give your techniques a boost and find out whether your tools and distribution choices are effective ways to reach your audience. Here are a few benefits you get when you implement telemarketing into your strategy:

  • You receive immediate feedback about your content and how your target audience is receiving it. Marketers often have lopsided ideas about which formats and distribution channels their target audience prefers. You can miss opportunities if you keep pushing down a particular path, but your audience prefers another style of content.

  • You find out critical information about your potential buyer. Maybe you've been sending content to a person that has no need for your particular product or service, or maybe there are several more individuals that are involved in the decision-making process. You can also gather important details about where your potential buyer is in the buying process and whether there are any obstacles or challenges that could prevent their choosing your company.

  • Your target audience has the opportunity to tell you exactly what you can do to pull ahead of your competitors. When you include telemarketing in your marketing plan, you may gain game-changing information that helps you refine your strategy to push out your competitors. Whether you hear that what your contact would really prefer is to be emailed content rather than accessing it on social media, or that they prefer white papers to video formats, you’ll hear insights that help you gain business.

  • Real time actionable leads are generated. While your sales and/or marketing representative are on the phone talking to your clients and prospective clients gathering information about the effectiveness of your content marketing strategies, they are building relationships.  You can set up a process to take advantage of this opportunity and have additional questions that can be asked to understand their business needs and challenges.  This generates real time leads.  Clients can be asked about product/service needs, upcoming projects, budgets, schedules and who decision makers are.  Take the extra steps to add well qualified leads to your sales funnel while learning everything you need to know about the effectives of your content marketing strategies.

Blue Valley Telemarketing is experienced at helping companies like yours design comprehensive content marketing strategies that include the latest trends, plus tried-and-true methods that help grow your business. Schedule an appointment to talk more about your current marketing techniques and where you’d like to do more!

ROTHKOPF OUT.
'David Rothkopf is out as editor and CEO of Foreign Policy Group' reports Corinne Grinapol ad Adweek. No need to feel sorry for Mr. Rothkopf because his other job is 'heading up his own international advisory firm Garten Rothkopf.' For more, click here.
GARFIELD SAYS GOOD-BYE.

Day 142 of 365: World Goth Day; United States National Maritime Day; Harvey Milk Day (California).
IS THERE LIFE AFTER PRINT?
That is the question Kara Bloomgarden-Smoke is posing at wwd.com. She says 'As magazine companies consolidate titles, fold or reinvent themselves under new management, there tends to be a common occurrence: Veteran editors are being traded in for their less expensive, more digitally savvy counterparts. With many of the old guard still years away from retirement age, the question is: What does life look like for an editor in chief after print?' It is a valid question for which she provides an answer. For that answer, click here.

IT'S ALL GOING ON DOWN UNDER...
... which sounds far more rude than it actually is. It all seems to be centered on someone called Rebel Wilson. Ms. Wilson 'is suing Bauer Media over a series of eight articles published by its magazine Woman's Day in 2015' scribes Tom Cowie at the Sydney Morning Herald which apparently 'gave the impression she was a serial liar who invented "fantastic stories" including falsifying her age.'
Matthew Collins, QC defending Ms. Wilson said in court 'the publishing company "tore down an Australian star to sell magazines".' For more, and there is loads, click here.

MORE BUYOUTS ON THE WAY.
'The New York Times plans to release "more information by the end of the month" about a buyout program' reports Benjamin Mullin at poynter.org. The offer is aimed at editors in the main but says Mr. Mullin 'the buyout program will also be offered to some staffers across the newsroom.'


For more, click here.

PRINCE HARRY AND MEGAL MARKLE ENGAGED!.
Well, that is what you might think from the headline in the Daily Star out of the United Kingdom today; but you know what thought did? We are not sure what "yes" the Star is referring to, and frankly they don't tell us. The article seems to suggest they are engaged but have been told not to say anything - yet. But the Star's website currently says:
Well of course Harry could be about to announce, then again he might not; but you have to hand it to the Daily Star for making a front-page headline story out or nothing... then again... perhaps you don't.

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foxyform.com

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.

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.

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.

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....

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,

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....

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....

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.

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.

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

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....

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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.

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!

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!

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....

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.

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.

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

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....

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....
 

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....

 
     
LES, POVS AND COMMENTARIES.
PROMOTIONS WE HAVE RECEIVED - AND WHY THEY ARE GOOD (OR BAD?)

 

WWD does good email subscription promotions.  This one is hard to resist.  It’s got a good subject line – “URGENT:  Prices Going up in July.  Lock in Lower Rate Today”.  The email subject line is just like envelope teaser copy – it has to pull prospects into the promotion and this one accomplishes the mission.

The copy and design is clean, colorful and loaded with benefits – the biggest of course is “Beat the prince increase!  Last chance for Current Rate”.

And, if you order with this offer, you can also save 20% on the 6 month online access price and pay only $59.  It looks as if this might actually be a last chance.  And, it’s always good to think a last chance offer might actually be a last chance for something.  This offer was overused in mail efforts – but you don’t see it as often in email. The offer is used to good effect here.

There’s a prominent Subscribe button to make ordering easy.  Following that is a picture of the web site and arrows that call out the features of the site.  Clearly, WWD offers a lot for the money.  And as subscription promotions are all about the offer, this is a winner. To see a larger version of the offer, click here.

This TV Guide gift effort is colorful and loaded with smart ideas – a two for one offer, special donor renewal price, holiday gift cards, multiple premiums and a reply-by date to move prospects along.

This is a very good email offer for a subscription to the print edition of WWD.  There is a lot to recommend the creative.  First, the email looks the way you expect WWD to look – smart, elegant and intriguing.

Second, the copy is filled with proven direct marketing technique.  The headline says “Summer Special for Industry Insiders” and that’s an appeal to the recipient’s ego.  It’s very flattering to be considered an industry insider and to be recognized as such by an industry leader such as WWD is even more appealing.  If done correctly, flattering prospects is a smart move.

There is a very strong subscription offer being made and the email leads with that offer – a 34% price saving on a six month subscription.  Offers drive promotions and it’s important as a marketer to remember that fact. 

You can’t miss the call to action – a GET IT NOW button to order coupled with a prominent respond by date.  This technique generally moves prospects along to order as it creates a fear of missing out.  Direct marketers have used reply by dates for years and years in mailed offers.

There are also benefits offered in addition to the special subscription price – more content, a new, bolder look and “extras” such as daily email of top stories and three issues of Beauty Inc.

This email offer uses smart direct marketing technique developed through many years of print campaign testing and marries it to the immediacy of email.  It’s difficult to ask for more.

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.