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

August 17th 2017

is the 229th day of the year and there are 136 days remaining until the end of the year.

 


TODAY'S NEWS HEADLINES:

A senator campaigning for a ban on Islamic face veils has worn a burka in Australia's parliament.
Britain said on Thursday it was "confident" talks with the European Union would move towards discussing their future relationship by October.

North Korea says it has developed intercontinental missiles capable of targeting any place in the United States.

England Pakistani education activist Malala Yousafzai, the youngest winner of the Nobel Peace Prize when she was 17, said on Thursday she was "excited" after winning a place to study at Oxford University.

Pop star Pink has been chosen to receive the 2017 Vanguard Award, M.T.V.'s equivalent of a lifetime achievement honor for video music - she is 37.

Production on the latest Mission Impossible film has been halted after Tom Cruise fell and broke his ankle.

An Iranian opposition leader held under house arrest since 2011 has been admitted to hospital a day after he began a hunger strike, his family says.

Donald Trump's chief strategist Steve Bannon, has called white nationalists in America, whose march on Charlottesville last weekend led to deadly violence, a "collection of clowns"; whether the clown in the White House agrees has not yet been tweeted.

Hundreds of bodies have been removed from the mortuary in Sierra Leone's capital of Freetown overnight after devastating mudslides.

Retired firefighters from across the country have reported mental health problems despite not even attending the Grenfell fire disaster. The Fire Fighters Charity revealed that the harrowing TV images alone had been enough to trigger mental health episodes and force retirees outside London to seek their help.

Spain's coastguard says it has rescued 600 migrants crossing
from Morocco in a 24-hour period, amid a spike in the number of migrant arrivals.

Zimbabwe's government has sought diplomatic immunity for President Robert Mugabe's wife in the assault case against her in South Africa, South Africa's police ministry has said. Despite earlier reports, Mrs. Mugabe is still in South Africa.

Saudi Arabia will open its border with Qatar to allow Muslim
pilgrims to attend the annual Hajj in Mecca beginning this month, state media say.

Oscar Pistorius, the South African Paralympic gold medalist serving a six-year jail term for murdering his girlfriend, was allowed out of prison on Wednesday to attend his maternal grandmother's funeral.


BORN TODAY:

1153 – William IX, Count of Poitiers (d. 1156)
1465 – Philibert I, Duke of Savoy (d. 1482)
1768 – Louis Desaix, French general (d. 1800)
1887 – Charles I of Austria (d. 1922)
1893 – Mae West, American actress, playwright, and
screenwriter (d. 1980)
1904 – Mary Cain, American journalist and politician (d. 1984)
1909 – Wilf Copping, English footballer (d. 1980)
1918 – Evelyn Ankers, British-American actress (d. 1985)
1922 – Roy Tattersall, English cricketer (d. 2011)
1932 – V. S. Naipaul, Trinidadian-English novelist and essayist,
Nobel Prize laureate
1940 – Barry Sheerman, English academic and politician
1943 – John Humphrys, Welsh journalist and author
1949 – Julian Fellowes, English actor, director,
screenwriter, and politician
1955 – Colin Moulding, English singer-songwriter and bassist
1959 – Eric Schlosser, American journalist and author
1960 – Stephan Eicher, Swiss singer-songwriter
1965 – Dottie Pepper, American golfer
1968 – Helen McCrory, English actress
1969 – Donnie Wahlberg, American singer-songwriter,
actor and producer
1970 – Jim Courier, American tennis player and sportscaster
1984 – Oksana Domnina, Russian ice dancer
1995 – Gracie Gold, American figure skater


DIED TODAY:
2016 – Arthur Hiller, Canadian actor, director, and producer (b. 1923)
2007 – Bill Deedes, English journalist and politician (b. 1913)
1990 – Pearl Bailey, American actress and singer (b. 1918)
1983 – Ira Gershwin, American songwriter (b. 1896)
1979 – Vivian Vance, American actress and singer (b. 1909)
1786 – Frederick the Great, Prussian king (b. 1712)
1547 – Katharina von Zimmern, Swiss sovereign abbess (b. 1478)
1324 – Irene of Brunswick (b. 1293)
754 – Carloman, mayor of the palace of Austrasia


TODAY IN HISTORY:

1498 – Cesare Borgia, son of Pope Alexander VI, becomes the first person in history to resign the cardinalate; later that same day, King Louis XII of France names him Duke of Valentinois.

1585 – A first group of colonists sent by Sir Walter Raleigh under the charge of Ralph Lane lands in the New World to create Roanoke Colony on Roanoke Island, off the coast of present-day North Carolina.

1740 – Pope Benedict XIV, previously known as Prospero Lambertini, succeeds Clement XII as the 247th Pope.

1883 – The first public performance of the Dominican Republic's national anthem, Himno Nacional.

1918 – Bolshevik revolutionary leader Moisei Uritsky is assassinated.

1959 – Quake Lake is formed by the magnitude 7.5 1959 Hebgen Lake earthquake near Hebgen Lake in Montana.

1962 – Peter Fechter is shot and bleeds to death while trying to cross the new Berlin Wall.

1977 – The Soviet icebreaker Arktika becomes the first surface ship to reach the North Pole.

1988 – President of Pakistan Muhammad Zia-ul-Haq and U.S. Ambassador Arnold Raphel are killed in a plane crash.

1998 – Lewinsky scandal: US President Bill Clinton admits in taped testimony that he had an "improper physical relationship" with White House intern Monica Lewinsky; later that same day he admits before the nation that he "misled people" about the relationship.

2008 – American swimmer Michael Phelps becomes the first person to win eight gold medals at one Olympic Games.

2015 – A bomb explodes near the Erawan Shrine in Bangkok, Thailand, killing at least 19 people and injuring 123 others.
AND ANOTHER THING!
All in all, it's been a funny old week.
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 229 of 365: San Martin Day (Argentina); Prekmurje Union Day (Slovenia).
SKY NEWS LOOKS TO THE SKY.
'SkyNews has put a special 4-page insert into its Sept/Oct issue' reports mastheadonline.com. The solar eclipse, that actually for the most part misses Canada was also featured heavily in the July/August 2017 issue. The new issue is on newsstands now and the solar eclipse takes place on Monday. For more, click here.


ANNA LOVES ME... SHE LOVES ME NOT, ANNA LOVES ME... SHE LOVES ME NOT.
It is what everyone needs to know in the land of Wintour and Chioma Nnadi of Vogue says “No writer/editor/stylist/art director ever forgets their first AWOK, which stands for ‘Anna Wintour OK,’”.

Quite why pagesix.com thinks this is even news-worthy is beyond us, but hey. For more, click here.

INSTYLE RAMPS UP EFFORTS.
'InStyle has ramped up promotional efforts for its September issue' says Jessica Schiffer at glossy.co 'riding on the coattails of editor-in-chief Laura Brown’s widespread popularity.'
So far a talk has been held 'titled “You’re Gonna Make It After All,” focused on how to succeed in fashion — with Brown at the Tribeca Barnes & Noble on Monday night' says Ms. Schiffer. “It’s the cult of Laura Brown,” said Kevin Martinez, the senior vice president of fashion at Time Inc., when asked about the uptick in promotion. “She came into Time Inc. with a lot of fanfare, and she’s changing the way we do things.” Now you know, to know even more, and there's lots, click here.


WHAT THE BLANK IS GOING ON?
'Newspapers around the world have resorted to a dramatic form of non-statement' says Erik Sass at mediapost.com - a blank front page. Says Mr. Sass 'more than 200 local newspapers in Minnesota and North Dakota employed the same eye-catching tactic to highlight the importance of newspapers to their local communities.' We are not sure what is more surprising, a blank front page, or the fact there are 200 newspapers in Minnesota and North Dakota - very impressive!

This is nothing new, but notes Mr. Sass 'big newspapers worldwide have published blank front pages in protest against government repression and threats of violence from criminal gangs.' For more, click here.



Canadian
Newspaper
Readers
Continue to
Debate
Front-Page
Wraparound
Ad for Local Gun Store.

Day 228 of 365: Xicolatada (Palau-de-Cerdagne, France); National Airborne Day (United States); Children's Day (Paraguay).
Fairfax revenues down but profits up as Hywood thanks staff for being a ‘shining example’ of ‘innovation’. Tabloid hate is damaging our society. The Sun’s advertisers must help stop it. Seven West Media
posts $744m loss and cuts chief Tim Worner's pay.
The future of The Wharf newspaper, Trinity Mirror’s local title covering Canary Wharf and the Docklands area, is under review

As consumer publications cross over into B2B, some B2Bs might find success when crossing over to consumer.

Why Time Out Calls Its Battle of the Burger Event a '360-Degree Program'.

As Newsstand Atrophy Worsens, Reform Remains Possible.

Crain Communications remains committed to city journals.

McKinsey partner to oversee Time Inc. transition. There will no longer be a print version of Men’s Fitness. Were the olden days really better than now?
And Another Thing!
Woman&home magazine appoints Kath Brown as editor.

Day 227 of 365: Victory over Japan Day (United Kingdom); National Day (Liechtenstein); Constitution Day (Equatorial Guinea).
NEWS CORP'S LOSS.
A loss indeed, $817,000,000 and revenue was down as well which will not please the Murdochs. Says Amanda Meade at The Guardian, 'the Australian arm of the Murdoch empire should brace itself for another round of cost cutting as the $40m cut from the business in 2017 would be repeated in 2018, the company signaled.' For more, click here.

SIGN OF THE TIMES IN THE LAND OF QUEEN BESS.
You have to wonder just how low we have come when the story is 'Rotherham Advertiser editor on why he chose not to publish police helicopter images of couple having sex' - our question is simple, why would you even consider publishing them? For more, click here. If you want to see a couple having sex, click on the picture below.
AS A CONTENT DELIVERER I AM NOT SURE WHAT OFFENDS ME MORE... by ROY BEAGLEY - UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...



Last week we ran the story below concerning the fact that Yahoo! who wants to be taken seriously, ran a story on the Royal Family that was just plain wrong. In the story we said Yahoo! should remove the page because for once we actually have a real example of "fake news".

"Fake news" is basically defined as a news item that Donald Trump does not agree with, so "fake news" does not actually have to be fake, just beyond Humpty's comprehension. However, this story was incorrect, pure and simple. Well done to Yahoo! for taking it down, but we're afraid as far as you are concerned we can no longer really know whether what you report is true, or not. If you need to talk to anyone about reputation, we suggest you contact Brian Williams - he'll put your right we are sure.
AS A CONTENT DELIVERER I AM NOT SURE WHAT OFFENDS ME MORE... by ROY BEAGLEY - UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...UPDATE...
Okay, I can understand why something called closerweekly.com would publish the story on the left at 12.04pm yesterday. It was a slow news day after all, Humpty Trumpty threatened fire and fury and probably World War III so you got to fill your space up with something - right? I am surprised that Yahoo! picked up the story and published it as well, on the right.

I have never heard of closerweekly.com and probably never will again, but I have heard of Yahoo! who I thought wanted to be thought of as a serious news outlet - apparently I was wrong. I am not sure what time Yahoo! published the story, but even I know it is not true - time therefore to take what actually is fake news down.

The Queen cannot name her heirs even if she wanted to, that was done away with a long time ago. Yahoo! are correct, sort of, William and Kate will officially be King and Queen, but not until the clogs of both Charles and the present monarch have been popped. I have an exclusive for you - George will be King - remember you heard it it here first.

On a more serious note, I find this whole thing offensive. I don't give a stuff about Charles, Camilla, Kate, Wills, Harry or any of the other royals, but I think we should remember what we are talking of here is the death of a lady. A lady who has devoted pretty much the whole of her life to the service of her subjects, and on the whole she has done a great job. In order for all of this to happen, she has to die, something I think closerweekly.com and Yahoo! should be slightly more mindful of and they should be ashamed of themselves.

E...UPDATE...UPDATE...UPDATE...UPDATE...

WELCOME BACK KOTTER - ER... PEROS!
Us Weekly recently purchased by American Media Inc. has brought back Jen Peros, the former news editor to be 'the managing editor for American Media Inc.’s celeb titles' reports Oli Coleman at pagesix.com.

Dylan Howard, AMI’s chief content officer is very happy and was quoted as saying “Jennifer is one of the industry’s brightest talents and we are delighted to bring her news-breaking abilities to our portfolio of brands.” For more, click here.

BELLA HADID TO COVER VOGUE ARABIA.
Bella Hadid, the sister of former Vogue Arabia cover star Gigi is to be on the September issue of the magazine - 'the Hadid sisters are the favorite faces of Vogue Arabia' says Lorelei Marfil at wwd.com.

Karl Lagerfeld is doing the photos that will appear on both the 'English and Arabic versions of the cover' says Ms. Marfil and 'Lagerfeld will also be featured in the magazine, highlighting his creative process and work ethic.' for more, click here.
COMINGS AND GOINGS...
Graphic Arts Magazine based in Ontario, Canada has let it be knows that Filomena Tamburri has joined the staff as Editor-in-Chief. Also on the move is Fritzie Andrade who has become the director of video at New York media publisher of New York magazine.

Meanwhile over at Hearst Michael Dugan has joined the Hearst team in a new created role of chief technology officer, Mr. Dugan has been at Forbes Media.

Finally, Shawn Boburg, Emma Brown, Aaron Davis and Beth Reinhard have all joined the Washington Post to work in their rapid-response investigative team, a unit set up eight months ago.
USPS Sued by
Artist After Printing
Wrong Statue of Liberty
on 4 Billion Stamps.

Teen Vogue Educated Readers
About Charlottesville During the Teen Choice Awards


Day 226 of 365: Pramuka Day (Indonesia); Anniversary Day (Tristan da Cunha).
PRINT SALES UP IN SOME SECTORS.
'Print sales have been declining for several years as readers find their content online - but now, something unusual is happening' says Steven McIntosh at bbc.com. It seems as though the answers lies with whether you prefer Taylor Swift, a singer, or Theresa May, a zinger.

Mr. McIntosh scribes that some audit figures released by the U.K.'s A.B.C. 'show that sales of certain titles are actually going up.' Titles that have gone down include Look down 35% year-on-year, Now, down nearly 21% year-on-year, Grazia down over 13% year-on-year while The Spectator is up over 11% year-on-year, The Economist 5% year-on-year and Private Eye over 8% year-on-year.

So "celebrity" magazines seems to be down and "serious" magazines are on the up? Yes, partly because "gossip and celebrity tittle-tattle is rarely something that requires detailed analysis - so it's best suited to bite-sized content that zips around on social media," says Ian Burrell, media columnist for the i paper and The Drum.

Mr. McIntosh notes that Fraser Nelson, editor of The Spectator, wrote this week: "A big change is taking place in the market. There's now too much writing online, and in an era of fake news, where you get your analysis from has never been more important."

Mind you, last year around this time there was some pretty serious stuff going on in the Untied States between Donald Trump and Hillary Clinton and many experts said it was the likes of pro-right web sites that helped Mr. Trump win the election, so we wonder if Mr. Nelson's 'big change... taking place' is as a result of that, although recent historical A.B.C. figures would seem to suggest this change has actually be in effect for some time.

Another reason as to why "celebrity" magazines are losing circulation could be they post so much on their web sites. For example notes Mr. McIntosh ' U.S. Vogue marked its 125th anniversary issue with a new interview and photo shoot with Jennifer Lawrence - one of the top film stars in the world. Sounds like a good read, right? But the whole interview was also posted online by the magazine, removing any incentive for a fan to buy a paper copy.' The Economist, Private Eye and The Spectator do post online as well, but content is limited and in least once case, not content from the magazine is posted online in any great detail.

For more of Mr. McIntosh's article, click here.
MEN'S JOURNAL BULKS UP.
'The next watershed for Men’s Journal' says Richard Horgan at Adweek 'will be the November 2017 issue' he says.

That is when 'sister publication Men’s Fitness will go all-digital and print subscriptions for the latter will be switched over to Men’s Journal.'
So a dramatic, if somewhat false increase for Men's Journal, and another change, this in frequency because says Mr. Horgan 'the magazine is upping its publication frequency back to 12 issues a year. ' For more, click here.
GOODWILL FROM GOOD HOUSEKEEPING.
'Hearst’s Good Housekeeping magazine which has been lending its editorial seal of approval to products and brands since 1909' says Joe Mandese at mediapost.com 'has introduced its first ever “Humanitarian Seal” to “give consumers the same confidence when choosing to support a charitable organization.'

This seems like a great thing to us and to find out who is the first recipient, and for more of Mr. Mandese's article, click here.
HOW A UTAH HICK FOUNDED A SOPHISTICATED MAGAZINE.
The first issue on newsstand back in February 1925 sold 15,000 copies; the second 12,000 and by April is was down to 8,000. The 'humor magazine that had promoted itself as the ultimate in urban sophistication "not edited for the old lady in Dubuque",' was called the New Yorker and scribes Dennis Wepman at nydailynews.com it was 'apparently not being edited for New Yorkers either.'

Mind you Harold Ross, the founder and indeed creator of the magazine knew something the rest didn't apparently, but like all good "feel good" movies, the public was soon to learn. For the story, click here.

DAME HELEN ALEXANDER D.B.E.
I was very sad to learn of the death of Dame Helen Alexander. She served as the chairperson of U.B.M. plc., was awarded the Legion d'Honneur just last year and was chief executive of the Economist Group, during which time profits greatly increased and the circulation of The Economist more than doubled.

It would be wrong for me to claim to be a friend of Helen's but when she started at The Economist back in 1985 we enjoyed several lunches together, served on various committees at the then Periodical Publishers Association and while I doubt Helen learned anything from me, I leaned a great deal from her.

Those of us who were privileged to know Helen admired her warmth and tenacity and when she was put in charge of The Economist there was never any doubt as to the company's future success. Dame Helen died aged just 60 years old and is survived by her husband Tim Suter and their children Nina, Gregory and Leo. Roy Beagley, August 2017.
AMI AND US WEEKLY JOIN WATCH.
'American Media, Inc. [has] announced that it has joined Facebook Watch, the social network's new video site. Watch is the social network's first attempt to showcase videos made specifically for Facebook — and change the way consumers watch video in the process' says a release from prnewswire.com.

There are all the usual platitudes you would expect saying how great Facebook is, how proud people are and that 'the new video content on Facebook has the incredible power to bring viewers a personalized world of original programming.' Mind you, if, like us, you have all but put Facebook on the back burner it may yet all end in tears. 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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foxyform.com

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.