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

October 19th 2017

is the 292nd day of the year and there are 73 days remaining until the end of the year.

 

TODAY'S NEWS HEADLINES:
Spain's government has said it will suspend Catalonia's political autonomy and impose direct rule from Madrid, as the crisis engulfing the country deepens. 

The father of a fallen soldier has said Donald Trump offered him $25,000 after the death of his son, but the check never arrived.

Conspiracy theorists on Twitter think Melania Trump was replaced by a body double as her husband addressed the media last week.

The actress Tippi Hedren, who famously accused legendary director Alfred Hitchcock of sexual assault, has urged today's stars to continue to speak out about harassment they suffer in Hollywood.

Canadian Prime Minister Justin Trudeau broke down in tears as he paid tribute to the lead singer of rock band Tragically Hip on national television.

Former U.S. president Bill Clinton has met Theresa May in Downing Street for talks on the political crisis in Northern Ireland.


New Zealand is getting a new government after a month of deadlock following elections, with Jacinda Ardern becoming the nation's youngest leader.

France criticized Russia on Thursday for calling into question an international inquiry into who is to blame for chemical weapons attacks in Syria.

Former President Barack Obama returns to the campaign trail on Thursday for the first time since he left the White House, venturing out to support Democrats in two governor's races.

Transgender people would be allowed to use public restrooms in North Carolina that match their gender identity under a settlement agreement filed on Wednesday that aims to resolve the federal lawsuit over the state's widely criticized bathroom law.

A Pennsylvania judge on Wednesday denied a request by former Penn State University football coach Jerry Sandusky for a new trial on charges that he sexually assaulted pre-teen and teenaged boys for 15 years.

Justin Thomas made a slow start to the PGA Tour's CJ Cup in South Korea on Thursday with a bogey at his opening hole...
that'll teach him to pick his nose! (This is, or hopefully is, an
English-type joke, Americans should replace the bogey with a
booger, but it will not be as funny!)

Channing Tatum has halted the development of a film about sexual abuse, which he had been making with Harvey Weinstein's company.

The new installment of Nelson Mandela's autobiography, Long Walk to Freedom, has been released in Johannesburg.

BORN TODAY:
1276 – Prince Hisaaki of Japan (d. 1328)
1582 – Dmitry of Uglich (d. 1591)

1680 – John Abernethy, Irish minister (d. 1740)
1784 – Leigh Hunt, English poet and critic (d. 1859)
1850 – Annie Smith Peck, American
mountaineer and academic (d. 1935)
1882 – Umberto Boccioni, Italian painter and sculptor (d. 1916)
1900 – Roy Worters, Canadian ice hockey player (d. 1957)
1909 – Marguerite Perey, French physicist and academic (d. 1975)
1920 – LaWanda Page, American actress (d. 2002)
1925 – Bernard Hepton, English actor and producer

1931 – John le Carré, English intelligence officer and author
1937 – Marilyn Bell, Canadian swimmer
1940 – Michael Gambon, Irish-British actor
1945 – Patricia Ireland, American lawyer and activist
1951 – Annie Golden, American actress and singer
1954 – Deborah Blum, American journalist and author
1958 – Tiriel Mora, Australian actor
1960 – Susan Straight, American author and academic
1960 – Jeremy Swift, English actor
1988 – Markiyan Kamysh, Ukrainian writer
1990 – Janet Leon, Swedish singer-songwriter and dancer

DIED TODAY:
2012 – Wissam al-Hassan, Lebanese general (b. 1965)
2010 – Tom Bosley, American actor (b. 1927)

2006 – Phyllis Kirk, American actress (b. 1927)
2003 – Margaret Murie, American
environmentalist and author (b. 1902)
1978 – Gig Young, American actor (b. 1913)
1893 – Lucy Stone, American activist (b. 1818)
1889 – Luís I of Portugal (b. 1838)
1216 – John, King of England (b. 1167)
993 – Conrad I, King of Burgundy (b. c. 925)
727 – Frithuswith, English saint (b. 650)

TODAY IN HISTORY:
439 – The Vandals, led by King Gaiseric, take Carthage in North Africa.

1216 – King John of England dies at Newark-on-Trent and is succeeded by his nine-year-old son Henry.

1512 – Martin Luther becomes a doctor of theology (Doctor in Biblia).

1812 – Napoleon Bonaparte retreats from Moscow.

1914 – The First Battle of Ypres begins.


1933 – Germany withdraws from the League of Nations.

1944 – United States forces land in the Philippines.

1974 – Niue becomes a self-governing colony of New Zealand.

1987 – The United States Navy conducts Operation Nimble Archer, an attack on two Iranian oil platforms in the Persian Gulf.


1987 – The Dow Jones Industrial Average falls by 22%, 508 points.

2003 – Mother Teresa is beatified by Pope John Paul II.


2005 – Saddam Hussein goes on trial in Baghdad for crimes against humanity.

2005 – Hurricane Wilma becomes the most intense Atlantic hurricane on record with a minimum pressure of 882 mb.

2012 – A bomb explosion kills eight people and injures 110 people in Beirut, Lebanon.

2013 – At least 105 people are injured in a train crash at the Once railway station in Buenos Aires.


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 292 of 365:

IDG Communications’
CEO Steps Down.

Michael Friedenberg ends his tenure as CEO six months after the company's sale to China Oceanwide became official.

A.S.N.E. No Longer Tracks Newsroom Head Counts.

 

Legendary NYC new anchor Michele Marsh dies after long cancer battle.


Day 291 of 365: World Menopause Day; Persons Day (Canada); Necktie Day (Croatia); Alaska Day (Alaska, United States).
FRENCH MAGAZINE ACCUSED OF GLORYFYING ROCK-STAR MURDER.
'A leading French music magazine has responded to criticism for making a rock star who killed his girlfriend its cover star' reports the B.B.C. The magazine is Les Inrockuptibles and says the report it 'placed Bertrand Cantat, who beat actress Marie Trintignant to death in 2003, on its front page last week.'

Response has been pretty much negative with 'one Twitter user [saying] Les Inrockuptibles "should apologize to the Trintignant family".'

For more, cliquez ici. Considering the Oscar people have expelled Harvey Weinstein, but not Roman Polanski or Woody Allen, hundreds of molested actors and now an entertainment magazine putting a murderer on its cover, is it only us that thinks the "entertainment" world needs a check up from the neck up?

MONGOOSE LOSES EQUIRE SINGAPORE..
'Publisher Mongoose Media has seen another international publication disappear from its portfolio' scribed Emily Dickinson at mumbrella.asia as the 'media license of Esquire Singapore  was transferred to Indochine Media Ventures.'

The "Singapore" version first published back in 2012 and as far as we can tell Mongoose Media has been the licensee since the magazine was started in Singapore. The good new for the 'six-strong editorial team and three sales staff' says Ms. Dickinson is they will 'transfer to IMV.'

For more, click here.

NOBODY LIKES A KNOW-IT-ALL...
... but it was not that long ago we mentioned here on CircSpot.com that soon the end-of-year layoffs would start just to make sure staff have a miserable holiday, and so it has come to pass.

'Time Inc. is readying another round of layoffs, sources' have told Keith J. Kelly at the New York Post and 'about 200 people [are] expected to get the ax — half of which will come from the editorial ranks' he says.

It seems to us that Time Inc. is in a bit of trouble at the moment what with one thing and another, and although Rich Battista is now at the helm you have to sort of wonder what the hell it was that Joe Ripp was doing when he had Rich's job - well it makes us wonder.

For more, click here.
IS LENA DUNHAM JOINING GLAMOUR?





AN INTRIGING QUESTION -
ARE DIGITAL EDITIONS DEAD?
Nikolay Malyarov asks and happily attempts at answer to the question he raised at fipp.com.

Of course it is not an easy question to answer because we do not actually know what constitutes a "digital" edition - some see a web site replacing a print product as a "digital" edition, we would tend to disagree but if we are correct that sort of denigrates many publishers' efforts.

Mr. Malyarov notes that 'when the iPad hit the digital runway, publishers jumped on the tablet bandwagon faster than they could shout, “Hallelujah!”,' and the figures certainly seems to warrant the jubilation... but that was then, and now? To find out more, and there is a LOT more and the article is very interesting an informative, click here.
Hearst’s
MagFront
Event
Featured
Experiments
With Audio and
Other Niche
Formats.

IT'S OFFICIIAL - COSMO IS PORN!
We may not know which came first, the chicken or the egg, but we do know the answer to the other question that has worried us for at least five minutes - Cosmopolitan magazine IS porn.

How do we know... Utah state senator Todd Weiler says it is - and they have a great choir in Utah, so they would not lie!

Erik Sass at mediapost.com notes the magazine meets the definition of porn and state senator Weller wants to fill the open position of state "porn czar" an office 'recently defunct,' says Mr. Sass 'in order to tackle the giggly glossy.'

For more, click here.
Newsweek
Journalists
Weigh
Sex
Discrimination
Suit
Against
Magazine.

BuzzFeed
Invokes
Reporter’s
Privilege to
Shield
Trump
Dossier
Source.

TALKING OF "HOLIDAY LAYOFFS"...
'Competitor Running is shuttering its monthly print issue' says Emma Silva at foliomag.com and the 'November edition [is] slated as the last for the publication, according to multiple reports out of the San Diego area.'

Sadly, the Times of San Diego reports 'Jessica “Jessie” Sebor, who had been vice president of media for recently sold Competitor Group Inc., said she was laid off Thursday in a conference call'. Notes Ms. Silva at Folio 'things appeared to be on the rise at Competitor Running, too, [as it] unveiled a rebranding and redesign under Sebor’s leadership just last month.' For more from Ms. Silva's report, click here and for the Times of San Diego report, click here.

Day 290 of 365: Loyalty Day (Argentina); Digital Society Day (India); International Day for the Eradication of Poverty.
FORMER SPIN MANAGING EDITOR HAS DIED.
Dave Bry has died at the age of 47. He worked for 'Vibe, XXL and Spin' reports Jem Aswald at the New York Post 'serving as editor' at all three publications.

In addition to the above Mr. Bry also had a column at The Awl, and notes Jem Aswald's report 'His column... Public Apology, spawned his 2013 book of the same name, subtitled “In Which a Man Grapples With a Lifetime of Regret, One Incident at a Time”.'

For more, click here.

Day 289 of 365: World Food Day (International); World Anesthesia Day (International);
Air Force Day (Bulgaria); Boss's Day (United States and Canada)

The Photocopy Room:
(Xerox room for readers of the American variety.)

Yes, there was actually a room devoted to photocopying! Once upon a time in order to make a copy of an original you had to take the original, put a piece of photo paper on top of that and a blank sheet of paper on top of that. You then fed it through the “machine” and hey presto you had a copy of the original.

The Economist had a room devoted to photocopying, although being The Economist it had a modern machine that looked and worked like the machines we all know and love. The photocopier was in one room because it was huge and The Economist’s staff went to that room when they needed to copy something. A very stern lady of eastern European origin ran the room; she filled just about everyone at The Economist with terror. When you made a copy you had to log the number of copies in the logbook so that she could then bill out the copying to each department. She would also tally the copies done with the ream of paper she put in the machine!

Being in circulation as it was called, we needed to create print orders and delivery lists for that week’s issue, and it amounted to over 500 pages. Every Wednesday, armed with the domestic distribution list, overseas distribution list and the print order I would go from our offices in St. James’s Place, cross St. James’s Street and go up to the photocopying room. I had a regular time each week because my load was that great. The lady that ran the room would not let anyone come in and use the copier. People stood at the entrance to her office pleading to make “just one copy” – but they were always politely, but sternly sent on their way with the look of my sympathy being reflected in their eyes.

The lady that ran the room was called Nina Loughlin and she had a reputation for being tough and hard, but in fact was as sweet as sweet could be once you got to know her and through my weekly jaunts to the photocopy room, I got to know her very well. Her childhood stories were something to behold and you don’t here stories like hers anymore, and as Martha would say, that is a good thing.

HAPPY 300TH!
'Homes & Antiques magazine, an Immediate Media brand, celebrates the release of its 300th issue' says Laura Rutkowski at ppa.co.uk. The special edition features 'a party shoot that reflects on three decades of decadent style, including Art Deco, the 1970s and eclectic contemporary.' There is also a great deal of other stuff including 'a guide to creating timeless interiors, an inside look at the best collections of art and antiques in homes that are open to the public and a list of the best antiques and vintage fairs to visit in November.' For more, click the cover.
'The National Union of Journalists (NUJ) have criticized Johnston Press’ decision to offer staff an extra day of leave in exchange for a salary cut' scribes Abbas Panjwani at Press Gazette. David Sharman at Hold the Front Page notes Johnston Press's management sent an email to staff saying: '"As an additional benefit this year, we are now opening a short window during which staff can request one further days’ leave to be taken over the Christmas period. In exchange, you agree to reduce your November 2017 salary by the equivalent cost".'

Makes you proud doesn't it, for more of the story at Press Gazette click here, and for Hold The Front Page, click here.

Are You Proactive With Your Content Marketing Distribution Strategy? by Ronen Ben-Dror of Blue Valley Telemarketing.

Effective Content Marketing Distribution Uses the Right Mix of Channels

You may believe that if your content is excellent and relevant to your target audience it will promote itself. You may expect that simply posting it on social media will intrigue and excite your audience so much that they will share it widely.

Of course, if all content so easily went viral, there would be no need for a content marketing distribution plan. In the real world, where viral content is a rare exception and not the rule, you should be working to understand your target audience, which channels create the best opportunities for your content to be effective, and how they like to be engaged.

You have a lot of options when it comes to deciding where to post your content, and getting a clear picture of the buyer personas that make up your target audience is a good place to start. Where do they hang out, and what types of content pieces catch their attention? Maybe they spend time poring over white papers posted on LinkedIn, or perhaps they are more likely to watch a short video before looking further into a topic on your website.  You will have to address the needs and desires of several different personas engaging on a variety of distribution channels.

There are several broad categories of content marketing distribution channels, as described by Hootsuite., and one more major category that isn't mentioned in the article but remains a powerhouse of content distribution:

Owned channel distribution tools: These are the platforms that your brand or company owns, such as your website, your social media profiles and your blog. This is a great and obvious place to start posting, but even within this category there are a lot of choices to make. For instance, if you post your blog on your website, how will your audience be alerted to its presence?

There are great tools out there that allow you to make the most of your owned channel distribution tools. For instance, Click to Tweet gives you the ability to add a button to your content that allows your audience to share it on Twitter with one click. E-mail platforms like Mailchimp, Marketo and ConstantContact provide email support, producing detailed analytic reports that tell you which kinds of emails were opened and whether certain words in your subject line, for instance, influenced click-through rates.

The key with owned channel distribution tools is to pay close attention to what’s driving increased activity on your website and resulting in quality leads. You can put a lot of energy into posting on social media, distributing an email newsletter and writing blogs, but if one of these areas isn't delivering results, it’s wasting your time and resources.

Earned content distribution tools: This is shared content, in which your content is being passed from one individual to another, or a blog writer is linking to your content because it relates to the topic they are covering. In general, people tend to trust their friends, family and colleagues more than they do any brand, so earned content distribution can be an effective way to get your content shared.

It may seem that earned content distribution is mostly a matter of luck, or at the very least, a passive waiting game. That’s not the case, though. You have a lot of influence over earned content distribution. For instance, you can post any item to PR Newswire and your content will be distributed to over 200,000 news outlets, which significantly increases the likelihood that your content will get some attention.

You can also get active on reddit, joining in discussions and posting your content when it’s appropriate to the discussion. If it’s highly relevant and compelling, the members of the reddit community will end up sharing it.

Paid content distribution tools: This is the most traditional form of advertising, in which you pay for your ad to appear in locations where you believe your target audience hangs out. This can be in the form of a banner on Facebook, for instance.

There are tools out there that make paid advertising an affordable element in your content marketing distribution plan. On StumbleUpon ads, for instance, you can post your content for a small fee. Content is organized by topic, so a user can easily find your blog or white paper.

Tribber is a tool that helps companies like yours connect with influencers in your market. Those influencers share or link your content to their own material, lending their credibility and name to your video, infographic or blog.

Telemarketing for proactive content marketing distribution: While each of the above channels can be effective in promoting content, they all share an important drawback: they are all passive methods for reaching your target audience. In each of these methods, you are forced to post your content and then wait to see if anyone is interested.

By contrast, incorporating telemarketing as a partner to one or more of these channels gives you feedback and insight into the potential buyer’s situation. Instead of waiting for your prospective client to like or share something you've posted, you receive immediate feedback about your content, your brand and about where your contact is in the buying process. This produces real-time actionable leads for your sales department.

In a B2B content marketing distribution plan, it is important to prioritize the personal connection. So many companies are relying on social media platforms and the hopes of hitting on a viral content piece that they are forgetting that buyers are people, and people thrive in meaningful business relationships.  In the last 10 years, we have seen a sharp shift from human to human interaction in favor of digital communication, leaving a huge void for people who miss the opportunity to talk to others.  When you show people you care by actually “talking to them”, you will experience stronger, longer lasting business relationships.

Telemarketing helps you refine your other distribution channels for your content, too. During the conversation, critical information is gathered about which content format they prefer, and if there are certain times during the day or week that they are more likely to open content. You can also gain details about the challenges they are currently facing in their daily jobs or upcoming challenges in their industry.

Choosing the right combination of channels for your content marketing distribution plan requires a clear understanding of your audience, but don’t hesitate to include traditional methods alongside your digital marketing efforts. Telemarketing adds a personal connection that digital marketing cannot imitate.

To learn more about how telemarketing fits perfectly with your digital marketing efforts, give Blue Valley Telemarketing a call. We look forward to talking with you about your current marketing plans and how telemarketing can help you reach your goals for growth in the future.

*  In this article we mention several products by name. We do not promote these specific products or platforms over their competitors.  We encourage you to research and find the one who you believe offers the best return on your investment.

AND ANOTHER THING!
Holidays are... well, confusing.
Click here to read.
Q MAGAZINE LAUNCHES Q LEGENDS SERIES.
The perfect-bound 132-page standalone issue will offer music lovers the chance to read the definitive story behind the infamous Gallagher brothers, featuring their greatest hits, classic interviews and three exclusive Jill Furmanovsky photo galleries from across her time as Oasis’ chosen photographer, with her own illuminating captions and back stories. 

Q Legends is a new quarterly special edition that focuses in on the biggest stars to have regularly graced Q since its launch in 1986. Using the huge in-house archive of material available, as well as new insight and rare photography, Q Legends takes an in-depth, luxurious, loving look at a career lived through the pages of Britain’s greatest music magazine.

Q Legends: Oasis is on sale from Thursday 19 October, priced at £6.99.


COUNTRY TO COAST AND BACK TO THE COUNTRY.
Those that are raised by the sea always yearn for it, no matter where they roam; the same for those that hail from the country. This may be why Coastal Living editor-in-chief Steele Marcoux who resigned from Coastal Living announced a day later she was 'heading back to Hearst-owned Country Living, where she was an executive editor two years ago before jumping ship' scribes Keith J. Kelly at the New York Post.

Upon her return she will be style director 'overseeing all market work, home content, styling direction and special projects' says Mr. Kelly. For more, click here.
INTENSE PRESSURE WORLDWIDE.
'Newspaper publishers worldwide remain under intense financial pressure' notes Erik Sass at mediapost.com due of course to the decline in print advertising, which seems to account for just about all the woes of the world at the moment - that or Donald Trump. 'Digital ad revenues are doing little to make up for the losses' says Mr. Sass but he notes 'there is a bright spot in the form of digital circulation, as more newspapers establish pay walls and sell online subscriptions.' For more on what seems to be some rather astounding digital circulation growth, click here.
TALKING OF EVERYTHING BEING TRUMP'S FAULT...
'Hustler publisher Larry Flynt will pay top dollar for information that could lead to the impeachment of President Trump' notes Kristina Monllos at Adweek.
The ad (click here for the full ad) appeared in Sunday's Washington Post, and 'in the ad, Flynt explained why he believes President Trump should be impeached' says Ms. Monllos. Mr. Flynt also noted: “The attempt to impeach Donald Trump will strike many as a sour-grapes plot by the Democrats to overturn a legitimate election,” wrote Flynt, who is the founder, president and publisher of Larry Flynt Publications. “But there is a strong case to be made that the last election was illegitimate.” For more, of the story, click here, for the full ad, click here.

Magazine publishers shift to digital-oriented sales organizations.
GOLF MAGAZINE TEED OFF?
'David DeNunzio, the new editor-in-chief for Golf magazine and Golf.com, calls Time Inc.’s efforts to sell the titles, despite a recent run of audience growth, a “great breakup story”,' reports bizjournals.com.

The golf components are but a niblet of the items on sale from Time Inc., which some would say has been trapped by it's own success. Whether there is a bogeyman at the helm now is not clear, but the items up for sale do not seem to have scored a hole-in-one. Had enough golf-isms? Click here for the actual story.
Magazine Companies Bullish on Growth for 2018.

Print remains central, but events are where opportunities exist, suggests a new Folio: reader survey.

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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.