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


March 3rd 2015
is the 62nd day of the year and there are 303 days remaining until the end of the year.

TODAY'S NEWS HEADLINES:
Russians bid farewell to Russian opposition politician Boris Nemtsov.

Drinking a few cups of coffee a day may help people avoid clogged arteries.

Sir Simon Rattle is to take over as music director at the London Symphony Orchestra.

Venezuela orders the United States to cut more than 80 staff from its diplomatic mission in the next two weeks.

Authorities in Bali confirm that two Australian drug smugglers will be transferred on Wednesday to the island where they will be executed.

For the second year running, Singapore tops the list as the world's most expensive city to live in.

BORN TODAY:
1455 – John II of Portugal (d. 1495);
1756 – William Godwin, journalist (d. 1836);
1847 – Alexander Graham Bell,
inventor (d. 1922);
1882 – Charles Ponzi, businessman (d. 1949);
1891 – Archbishop Damaskinos
of Athens (d. 1949);
1891 – Federico Moreno Torroba,
composer (d. 1982);
1926 – Lys Assia, singer;
1942 – Rod Hackney, architect;
1944 – Lee Holdridge, composer;
1951 – Tony Hall, Baron Hall
of Birkenhead, broadcaster;
1951 – Andy Murray, ice hockey player;
1957 – Nicholas Shakespeare, author;
1958 – Miranda Richardson, actress.


DIED TODAY:

2010 – Michael Foot, politician (b. 1913).
TODAY IN HISTORY:
1779 – American Revolutionary War: The Continental Army is routed at the Battle of Brier Creek near Savannah, Georgia.

1875 – Georges Bizet's opera Carmen receives its première at the Opéra-Comique in Paris.

1923 – TIME magazine is published for the first time.

1945 – World War II: American and Filipino troops recapture Manila in the Philippines.

1974 – Turkish Airlines Flight 981 crashes at Ermenonville near Paris, France killing all 346 aboard.

1997 – The tallest free-standing structure in the Southern Hemisphere, Sky Tower in downtown Auckland, New Zealand, opens after two-and-a-half years of construction.
LATEST AND ANOTHER THING!

Three English girls just upped and joined ISIS, why all the hoo-hah on how they were able to leave the UK?
Click here to read. Click here to listen.


LATEST STRAIGHT TALK

Everything old is new again. Click here to read.



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‘The Karl Daily’
Goes Digital.
By Miles Socha
.
NEW FEARS FOR RAIF BADAWI charges earlier but wasn't able to under existing Saudi law' reports Iain Thomson at theregister.co.uk.

Ensaf Haidar, who lives in Sherbrooke, Que. Canada with their three children, told CBC on Monday '“I won’t stop, I won’t stop,” she said. The family issued a statement regarding the possible retrial and is asking for the public to pressure the Saudi Arabian government.'

The report on cbc.ca goes on to say 'Mireille El Chacar of Amnesty International said her organization considers the retrial only a rumor for now and is trying to confirm with Saudi officials.' For more on this, click here.
Raif Badawi, the Saudi Arabian blogger sentenced to 1,000 lashes may now be beheaded by the Saudi Arabian government. A post on Facebook says "We have received information from reliable sources that there are attempts within the Penal Court to retry #‎Raifbadawi on apostasy charges again. Apostasy charge is punishable under Saudi law with the death penalty by beheading. We also received confirmed information that the Supreme Court has referred Raif case to the same judge, who sentenced Raif with flogging and 10 years imprisonment." The post was put up by Raif Badawi's wife.

The family accuses the judge presiding over the case of bias, saying in an earlier legal judgment that “he has proof and is confident that Raif is an apostate,” and that he had wanted to bring apostasy

UBER, THE MAGAZINE.
Yes, the cab/taxi/car company has launched a magazine for the company's drivers, all 150,000 of them. Actually the magazine was devised by Uber employees and is launching in six US cities. The magazine, in print, will enable Uber to 'better connect with its drivers.' For more, click here.


Ernie Hemmings the founder of Hemmings Motor News died last month at the age of 88. Sam Roberts at the New York Times notes 'five hundred copies of the first edition were mailed in January 1954, mostly to catalog customers. Two hundred became charter subscribers. By the time Terry Erich, a classic-car enthusiast from Bennington, Vt., bought the magazine from Mr. Hemmings in 1969, it had 40,000 subscribers. Today, the circulation is over 200,000.'

Mr. Hemmings was born in Quincy, IL. and worked in the business from the time he left high school until his retirement with the exception of serving his country in the Korean War. For more, click here.


MENUS MAG PURCHASED.
'Honolulu Publishing Co. Ltd. has acquired the quarterly dining magazine Waikiki Menus from R&R Publishing LLC.' reports Lorin Eleni Gill at bizjournals.com.
The sale price was not revealed and says Lorin the 'transition will begin with the May–July 2015 issue.' For more, click here.


SHE'S BACK - WELL VERY NEARLY.
And we are talking of Rebekah Brooks former CEO of the no-longer-in-existance News International that used to published the no-longer-in-existance News of the World. You remember, the Rebekah Brooks that was 'cleared of phone hacking and three other charges last June,' says thedrum.com, the same Rebekah Brooks that many mused would end up back in the working arms of Rupert Murdoch.

Well according to thedrum.com 'Rebekah Brooks [is] set to return to News Corp to head up [the] social media unit... Storyful, a social media content business News Corp bought last year for $25,000,000' which means she will be USA bound via a short stop in Ireland at Storyful's base. The deal is not signed, sealed or delivered as yet, but will loyalty be its own reward? For more, click here.

SAD NEWS AS TWO WWD STALWARTS DIE.
'John
B. Fairchild, who took Women's Wear Daily from dry fashion trade publication to an international industry force, died Friday at his Manhattan home after a long illness' reports abcnews.go.com.

Reports deadline.com 'Fairchild was born on March 6, 1927, in Newark, the son of Louis W. Fairchild and Margaret Day. In 1960 Fairchild, then 33, was called to return to the U.S. by his father, Louis W. Fairchild, then president of the company, who was also retiring. Fairchild was made publisher of WWD and Daily News Record, which covered men’s fashion. In 1964, Fairchild became editor-in-chief executive of corporate publishing.'

In addition to those publications mentioned above, the Fairchild company was a powerhouse in publishing and published many titles including Jane and Details.

Ralph Erardy, who had a highly successful and long career at WWD and Fairchild Publications as a publisher and sales executive, died Friday in Boca Raton, Fla., after a long battle with cancer' reports wwd.com. Mr. Erardy was 67 years old.

Born April 29, 1948, in Brooklyn, N.Y. Mr. Erardy was a graduate of Brooklyn college. Says wwd.com 'Erardy began his career at Fairchild in 1990, serving as associate publisher and advertising director of M magazine, then group associate publisher, where he oversaw the launch of Salon News until 1993.' For more, click here.


THE NEW YORK OBSERVER IS NO LONGER THE NEW YORK OBSERVER -
IN SOME AREAS AT LEAST.

Certainly the web reflects the lack of New York in its title and quite deliberately so says Joseph Meyer, Chairman and CEO, Observer Media.

"Dear Observer readers,

You’re looking at something brand new. You’re also looking at something infused by nearly 30 years of storytelling and journalistic integrity from the center of the world’s most sophisticated, cosmopolitan arena. The new Observer combines the speed, focus and innovation of a native digital media company with the taste and audience quality of a traditional luxury publisher. Our content is written for global thinkers who demand stories that inform, challenge and promote fresh ideas.

The Observer is no longer simply the web version of the New York Observer newspaper. It is a national destination, covering the people and trends transforming our world, and reaching an elite audience by focusing on the topics that they care about—politics, art, style, culture, entertainment, innovation and real estate."

The missive goes on, but will we see "new york" taken off the printed version at some point?

AND TALKING OF CHANGE...
The Columbia Journalism Review may be making some changes in the future too. 'C.J.R. editor Liz Spayd is teaching a weekly class at Columbia University's journalism school called "The Remaking of a Magazine",' says Jeremy Barr at capitalnewyork.com.

Ms Spayd says 'she will listen carefully to [students'] ideas about how best to adapt and evolve C.J.R.' and notes Mr. Barr 'in particular, Spayd said that she'd consider a suggestion, were it to come from students, about eliminating the bi-monthly magazine's print run.'

So, the students the teacher is teaching are in fact teaching the teacher, which is either an incredibly good and clever idea, or as barmy as it sounds. For more, click here.



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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.
   
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.

ARTICLES, POVS AND COMMENTARIES.

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....