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

April 29th 2016

is the 120th day of the year and there are 246 days remaining until the end of the year.

 

TODAY'S NEWS HEADLINES:
Ken Livingstone has said a Labour inquiry should reinstate him because he first made his inflammatory Hitler claims 30 years ago.

Families hitting the road for their May Day Bank Holiday in parts of the U.K., have been warned to expect hail, sleet and snow.

Helicopter carrying 13 crashes off Norway's west coast

A US citizen of Korean heritage has been convicted of spying in North Korea and stealing state secrets.

Plans to hold a John Wayne Day in California have been rejected after several lawmakers accused the actor of being racist.

A 94-year-old former SS sergeant has told a German court he is "ashamed" that he served as a guard in the Nazis' Auschwitz death camp and that he knew what was going on there but did nothing to stop it.

The US will no longer subsidize the sale of eight F-16 fighter jets to Pakistan, Congress refused to approve funding for the deal.

Prescription drugs were discovered with Prince when he was found dead in his Paisley Park home in suburban Minneapolis, several news organizations reported.

South Africa's High Court has ruled that a decision to drop 783 corruption charges against President Jacob Zuma should be reviewed.

Barry Howard, who was best known for appearing in the sitcom Hi-de-Hi!, has died at the age of 78.

Scuffles broke out between demonstrators and Trump supporters, while the front and back windows of a police car were smashed.

Oscar-winning British director Kevin Macdonald is to make a documentary about the late singer Whitney Houston.

BORN TODAY:
1686 – Peregrine Bertie, 2nd Duke of Ancaster and Kesteven, English politician, Lord Great Chamberlain (d. 1742)
1818 – Alexander II of Russia (d. 1881)
1876 – Zewditu I of Ethiopia (d. 1930)
1879 – Thomas Beecham, English conductor (d. 1961)
1899 – Mary Petty, American illustrator (d. 1976)
1901 – Hirohito, Japanese emperor (d. 1989)
1907 – Tino Rossi, French singer and actor (d. 1983)
1917 – Celeste Holm, American actress and singer (d. 2012)
1924 – Zizi Jeanmaire, French ballerina and actress
1927 – Dorothy Manley, English sprinter
1927 – Bill Slater, English footballer
1933 – Rod McKuen, American singer-songwriter and poet (d. 2015)
1933 – Willie Nelson, American singer-songwriter,
guitarist, producer, and actor
1944 – Princess Benedikte of Denmark
1955 – Kate Mulgrew, American actress
1966 – Marie Plourde, Canadian journalist
1966 – Phil Tufnell, English cricketer and radio host
1983 – Jay Cutler, American football player
1983 – Tommie Harris, American football player

DIED TODAY:
2014 – Bob Hoskins, English actor (b. 1942)
1992 – Mae Clarke, American actress (b. 1910)
1630 – Agrippa d'Aubigné, French soldier and poet (b. 1552)

TODAY IN HISTORY:
1429 – Joan of Arc arrives to relieve the Siege of Orléans.

1770 – James Cook arrives at and names Botany Bay, Australia.

1916 – World War I: The British 6th Indian Division surrenders to Ottoman Forces at the Siege of Kut in one of the largest surrenders of British forces up to that point.

1945 – World War II: The German army in Italy unconditionally surrenders to the Allies.

1953 – The first U
.S. experimental 3D television broadcast showed an episode of Space Patrol on Los Angeles ABC affiliate KECA-TV.

1992 – Riots in Los Angeles, following the acquittal of police officers charged with excessive force in the beating of Rodney King. Over the next three days 53 people are killed and hundreds of buildings are destroyed.

2004 – Dick Cheney and George W. Bush testify before the 9/11 Commission in a closed, unrecorded hearing in the Oval Office.

2015 – A baseball game between the Baltimore Orioles and the Chicago White Sox sets the all-time low attendance mark for Major League Baseball. Zero fans were in attendance for the game, as the stadium was officially closed to the public due to the 2015 Baltimore protests.

AND ANOTHER THING!
It may not be global warming... but something is going on.
Click here to read.

For previous 'And Another Thing' articles, click here.
LATEST STRAIGHT TALK
What do you do when you aren't working?
Click here to read.

For previous 'Straight Talk' articles, click here.

April 29th, Day 120 of 366: Day of Remembrance for all Victims of Chemical Warfare

April 28th, Day 119 of 366: World Day for Safety and Health at Work.
B2B Marketing: Better Distribution Through Telemarketing by Ronen Ben-Dror.

The Evolution of B2B Marketing
The digital age has impacted every industry and significantly altered the landscape when it comes to the B2B sales process. This in turn affects how you attempt to reach and educate clients and prospects. When marketing to a highly-connected, well-informed public, you have options in how you distribute your content as a B2B marketer.

What are you doing to place your content in front of the best qualified potential buyers?

To stay ahead of your competitors, it is important to know and master the communication channels your clients and prospects choose to stay informed. You need to adapt to the requirements of each channel, designing the content into a form that is appropriate for the specific channel and can be easily consumed.

Buyers today are much more informed than they were before the digital age, using the Internet to do research, make comparisons and accessing their channels of choice. A recent Harvard Business Review found that buyers today are, on average, 60 percent of the way through the buying process before the selling organization even knows they’re interested. This is a major reason why B2B content distribution must be a focus of your marketing efforts.  It is also why using proactive channels is vital to your organization’s content marketing and lead generation strategies.

The Evolution of the B2B Landscape
For years, there was a disconnect between the marketing and the sales departments, which led to missed opportunities. Today in the B2B landscape, marketing plays a bigger role than ever in an integrated sales process. More than half of all B2B purchases come from established relationships between a buyer and a seller. What keeps the buyers and the sellers in a maturing relationship?

The Changing Relationship Between Sales and Marketing
It wasn’t long ago that marketers like you were solely focused on developing large amounts of leads. The focus was quantity, not quality.  The leads were passed on to the sales department with little or no nurturing.  In turn, the sales department, who did not trust the quality of the leads, would neglect to follow through.  The marketing department was not held accountable to a measured ROI and money was wasted.

As a marketer today, you play a larger role in the buying process. You are a vital part of more steps in the buy cycle than you once were, mostly through your ability to stay in contact with leads and nurture them to a more qualified stage. Nurtured leads are more likely to make purchasing decisions. In fact, they are more likely to make larger initial purchases. One thing that hasn’t changed in the B2B arena is that trust is extremely important in a buyer-seller relationship, and a nurtured lead also works to build trust.

Telemarketing has Evolved
Proactive channels such as telemarketing and live events are the key to developing trusted relationships. However, live events are time-consuming to arrange and expensive. They also impact a fraction of what telemarketing can deliver, which is why more focus needs to be placed on telemarketing.

Telemarketing provides the human touch that helps convert more leads to sales. When using proactive channels like telemarketing you can ease the uncertainties and fears that are common with buyers engaging with a new supplier and build trust and loyalty from the first conversation.

When using telemarketing, you can more effectively communicate your value position. You can also listen to and address the concerns of the buyer. Interaction is the key that establishes trust.

Some marketers eschew the old for the new, thereby passing on opportunities to better engage their target audience. Telemarketing has been around for decades, but it has evolved and offers an excellent return on investment.

The old model of telemarketing was to simply generate some interest and pass an unqualified lead on down to the sales team. This practice was common before the digital age, because buyers needed to talk to the sales department to become more informed about products and services.  Today, however, buyers come in more informed and don’t need to have the same interaction with the sales department that they once did.

Remember, many buyers are now up to 60 percent into their buying cycle BEFORE they engage with your organization for the first time.  Telemarketers are no longer tasked with just generating poor quality leads; they are more focused on generating qualified, actionable sales opportunities and collecting buying signals from decision makers.

Companies relying on the old model are probably doing more damage than good because potential buyers don’t want to be pushed into a meeting with a sales rep. They want to have a conversation with the appropriate people in your organization that inform them rather than force them through a “sales funnel”.

Today’s best telemarketers are skilled communicators who know how to listen and guide the conversation, but also know when to go off-script to build more trust with potential clients. When you make a decision to outsource telemarketing, it is important to only rely on qualified communicators who become an integral part of your sales and marketing process.

The technology used by telemarketing has also evolved. Today’s best telemarketers use call automation, including recording, call monitoring, advanced reporting and analytics that provide valuable insight. This makes the process more productive and profitable than ever. Make sure your telemarketing company gives you everything you need to stay connected to your clients and prospects. Most importantly, they must understand the business challenges and the solutions they are looking for.

Gain Better Data With Telemarketing
Purchasing demographic-based target lists is very costly. List compilers charge a great deal of money per record. Even more costly, however, is your investment in low-quality data.  For instance, as a result of the recent economic meltdown, some companies shut down while others downsized. This impacted a massive change and movement of people.  Many list owners have not kept up with the data updates, and as a result, many lists have a high percentage of incorrect contact information and people who are simply no longer there. 

Telemarketed lists are significantly more accurate. They contain opt-in (permission based) e-mails, behavior signals, purchasing flags, decision making processes and more.  Telemarketed qualified lists help build your brand, promote and distribute content about your products and services. As a result, they generate a better return on investment.

Through telemarketing, you will put your sales department in touch with the buyer information they need to consistently make contact with decision-makers. You’ll also be able to discern between qualified organizations and those that don’t quite fit your profile of a target customer. This means you’ll know which ones deserve more of your attention.  Saving the time your sales people will otherwise waste with unqualified leads will free up their time to sell more to motivated actionable sales opportunities.

Many companies strongly believe in inbound marketing, but not every company or person who asks for more information about your product and services is a wise investment of your time. Your potential clients are varied when it comes to the value they represent and to their position in the buy cycle. Some will not be qualified while others are poised to jump in and get started. 

It’s only through conversation that you can find out if a person or company is someone you want to do business with, and exactly where they are in the buy cycle. Once you gain this information, you can decide which leads to begin nurturing until they are sales-ready. Furthermore, as telemarketers communicate with decision makers, they are able to find out more about the wants and needs of the customer, including critical information needed to craft the most effective message.

Another added value of these conversations is competitive analysis.  For instance, if a prospect or existing client tells you they've already been negotiating with a competitor, you can find out what it is about their product or service that is winning over yours. This is invaluable data that can help your company make fact-based decisions on future strategies or product development.

The Blue Valley Way
Let Blue Valley Telemarketing handle the distribution of your next content marketing campaign. Our content marketing services get your valuable content into the hands of the people who matter.  Blue Valley Telemarketing has established a proven track record of success as an industry leader developing and nurturing leads. Contact us today and find out more about how we can help you fill up your sales funnel with quality sales opportunities and get your brand out in front of more people.


IS HEADER BIDDING DONE FOR?
That is the question whatsnewinpublishing.co.uk is asking now that 'Google has endorsed it.' If you don't know what header bidding is, it is says marketingland.com 'a way for publishers to conduct direct auctions, so as to bypass the inefficiencies that keep websites from finding the best prices for their ad space inventory.'

In other words, it is a way for sites to fill ad space the sites has not sold directly, often using 'Google’s DoubleClick for Publishers (DFP) — in what’s known as a “waterfall” sequence.' Now 'Google [has opened] its DoubleClick for Publishers to let outside bidders compete simultaneously with its own network of buyers, potentially giving publishers what they want with less hassle. The move was somewhat surprising because it meant letting outside ad exchanges see and act on information that Google previously kept close for its own advantage.
But the outcome will depend on what Google does next.' To find out what that might be, click here.
Can Gannett pry Michael Ferro from Tribune chair?

IS MEREDITH HAPPY? SHOULD BE!
Meredith Corporation today reported strong fiscal 2016 third quarter results. Earnings per share were $1.79 which compares to $0.56 in the prior-year period. Excluding special items in both periods, earnings per share increased 30% to $0.92, compared to $0.71 in the prior-year period.

Fiscal 2016 third-quarter special items were related primarily to $60 million received from the termination of Meredith's merger agreement with Media General, Inc. and the total company revenues increased 6% to $423 million.


April 27th, Day 118 of 366:

WHEN IS A VIEW, NOT A VIEW?
Says Richard Horgan at adweek.com 'Ricardo Bilton in the debut issue of Digiday’s new quarterly media magazine Pulse' tries to answer this, what on the face of it, seems to be a rather simple question - except its not.

Views can be as short as three seconds, as long as thirty seconds and all points in between so why should we even care? Well, you get what you pay for, although anyone that can get their message over in three seconds deserves a medal in our opinion, for more, click here.
IT'S GOOD TO BE THE BOSS.
More changes at the top at the New Republic with Eric Bates becoming the editor. The magazine also has new editor-in-chief, one Win McCormack, who just happens to own the magazine. He replaces Gabriel Snyder who left the company shortly after Mr. McCormack purchased the company a few months ago... as we said... it's good to be the boss.



CH-CH-CH-CH-CH-CH-CHANGES.
Brad Elders is to join Time Inc as Sports Illustrated Group Publisher and Candy Pratts Price is to become a contributing editor at Departures and as we mentioned previously, Eric Bates is the new editor at The New Republic. Oh, and Las Vegas Review-Journal columnist John L. Smith resigned from the paper yesterday because he was stopped from writing a piece about Sheldon Adelson who owns... the Las Vegas Review-Journal - you can't make this stuff up!
New Yorker deletes 'insensitive' Hillsborough tweet after online outrage.
NEW JOINT PODCAST.
John Prideaux at The Economist and Celeste Katz, senior politics editor at Mic will present a bi-weekly podcast called "Special Relationship" aiming to provide 'a global perspective on the 2016 presidential election' says Peter Sterne at capitalnewyork.com.

The first edition is due on iTunes later today and at least one person, Ask059, is really excited: 'really excited for this podcast as someone who loves to read both Mic and The Economist. Great mashup for a unique perspective and don’t think there’s enough on what people outside the U.S. think about the craziness of 2016.' For more, click here.
HILL'S NEW MAG.
'The Hill has introduced the first in its new series of policy magazines' scribes Sara Guaglione at mediapost.com. 'The magazine focuses on energy and environment issues' says Sara so you will not be surprised to learn it is called: Energy & Environment.

The circulation is about 25,000 and will 'have an audited and targeted, largely Washington-based print distribution.' For more, click here.
THEIR SHARES MAY HAVE FALLEN BY 37% IN A YEAR, BUT THE PARTY GOES ON!
'Time magazine rolled out the red carpet Tuesday night for its annual black-tie gala honoring those it deems to be the 100 most interesting people in the world' says Keith J. Kelly at the New York Post and lots of people turned up. Donald J. Trump was there who shared a table with Norm Pearlstine and former Israeli Prime Minister Ehud Barak. Rumors of Mr. Trump building a wall around his table have been greatly exaggerated, although Reince Priebus was on an adjacent table so it could be true.

Also in attendance were Charlie Rose, Scott Kelly and the VEEP star Julia Louis-Dreyfus and lots of other people who obviously have more money than sense. Mr. Kelly notes 'a near record 69 past and present honorees were on hand' and for details of more stars click here. If you would prefer to view a video of cute cats, click here - and we promise we will not stalk you to see which option you choose.



April 26th, Day 117 of 366:
OK, WHO EXACTLY IS PAIGE SPIRANAC?
We ask because she is on the cover of Golf Digest for May and it seems to be causing some comment. “I’m so honored to say that I've landed on the May cover of @GolfDigest,” says Paige who seems to be more famous for her input to Instagram than her input in the game of Golf in which we are led to understand she wants to win an LPGA tour card.

For more, click here.
FACEBOOK IS NOT A FRIEND TO PUBLISHERS... AND YET PUBLISHERS STILL ACT LIKE IT IS... FOR NOW...
'Facebook’s latest clickbait purge is going to have ripple effects for publishers' says Garett Sloane at digiday.com as the company 'announced the algorithm update [which is] part of the ongoing effort to lower the visibility of publishers with weak content while raising the profiles of substantive ones.'

Notes Mr. Sloane 'publishers that have become more reliant on traffic from the social network are left wondering who wins and loses as a result.' We would suggest at some point the winner will be Facebook, which means the losers will be the publishers. To read Garett's article click here and to make sure to read the comments people have added at the bottom the page, very illuminating.

LI OFF TO NEWSWEEK.
Ken Li, who has been editor in chief of tech news site Re/code, has been named managing editor of Newsweek magazine' reports Chris Roush at talkingbiznews.com. Prior to joining Re/code Mr Li was global editor of Reuters.com in the United States, United Kingdom, Japan, China and India and has also written for Vice magazine. 'Li will handle day-to-day operations for the website and production of the weekly print and digital magazine' says Mr. Roush and will work closely we are sure with Jim Impoco. For more, click here.
BOWEN FOR THE BEAST.
The Daily Beast is to get a new 'VP of brand partnerships' says Eddie Roche at fashionweekdaily.com and that new VP of brand partnerships is Andrew Bowen. In the past Mr. Bowen has worked at Esquire, Teen Vogue and Men's Fitness. For more, click here.
SAVEUR IN FRANCE.
Saveur goes foreign for the first time and what better place to pick than la belie France - especially as Air France ' is advertising, has run a two-page advertorial and will sponsor all of the issue content on Saveur’s Web site' says Rosemary Feitelberg at wwd.com. Did we mention Air France are also throwing a party? No? Guess what! Air France is going to throw a party at Daniel Boulud’s Daniel restaurant on May 5th. Here's the best part, Rosemary notes 'the editor in chief... questioned why skeptics might think the France issue was anything but editorially driven despite Air France’s support. "I don’t know why anyone would think that. The magazine is all about France and Air France flies to France".' For more, click here.

SAVEUR MAY BE HAVING A GOOD TIME IN FRANCE... NOT SURE SOME NEW YORK TIMES STAFF ARE THOUGH.
'The New York Times Company said on Tuesday that it was planning to close its editing and prepress print production operations in Paris' writes Sydney Ember at the New York Times. The changes being made are 'part of a proposal to redesign the international print newspaper and simplify the editing and production process.'

The news bureau will remain in effect as will the advertising department based in Paris. For more, click here.

Bonnier updates its
digital edition apps,
including for the app
that led the way, PopSci.

Scoop Publishing Closes Its  Doors After 19 Years,
Blames WA Economy
.


April 25th, Day 116 of 366: Anzac Day.
IT'S GOOD TO BE THE CEO.
Time Inc. Chief Executive Joe Ripp had a good year at Time last year, his total compensation being $5,700,000 - or $109,615 a week. True his compensation package did actually fall 1% in 2015, which is not bad considering his 'bonus last year [was] slashed 55.5%' notes Keith J. Kelly at the New York Post 'although he made most of it back in additional stock and option awards, a regulatory filing on Friday revealed.' Not bad for a company whose shares fell by 37% in the same period or missed 'its 2015 target operating cash flow of $455 million by 9.7%, tallying only $411 million. For more, click here.
BYE GUY.
Guy Vidra, the CEO of The New Republic will not be the CEO of The New Republic at the end of this month as he is the 'second major exit from the publication since publisher Win McCormack purchased the magazine from Chris Hughes' notes capitalnewyork.com. The first major departure was Gabriel Snyder whose resignation, says capitalnewyork.com' 'was described by sources as a forced decision that made room for McCormack’s chosen leadership.' For more, click here.
LEGACY MAGAZINE OUT ON HEROES' DAY.
'50: The Barbados Legacy will be unveiled next week' reports nationnews.com and 'it is a must- have for every Barbadian at home and abroad as we celebrate our 50th year of Independence' says Adrian Bowen, Deputy Circulation Manager of the Nation Publishing Company Limited.

“This 192-page publication encapsulates the amazing 50-year journey of an independent Barbados, capturing some key moments of our history.” For more, click here.
TRUMP BUMP.
Personally whenever we see Donald Trump on the cover of a magazine our first inclination is to vomit voluminously but says Sara Guaglione at mediapost.com 'when Donald Trump appears on a magazine's cover, more readers were attracted to buy that issue, according to new research from GfK MRI.' There is nothing astounding in a good cover selling magazines, it is, after all what newsstands around the world have relied on for decades. What is astounding is that Donald Trump on the cover actually sells magazines! For more, click here.


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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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complete the form below. Or click here to send an email.
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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?)

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.