Useful, accessible information on circulation and audience development for magazine publishing professionals.
February 12th 2016
is the 43rd day of the year and there are 323 days remaining until the end of the year.
TODAY'S NEWS HEADLINES: Austria will close its border to migrants in the coming months because numbers are reaching a "maximum", according to reports.
Diplomats trying to secure a ceasefire for the civil war in Syria fell short in organizing an immediate truce but agreed to try to work out details and implement a temporary "cessation of hostilities" in the coming week.
Australia will swear in a new deputy prime minister, Barnaby Joyce, following Warren Truss' retirement.
US Republican presidential hopeful Ted Cruz's team have pulled a campaign TV advert after it emerged it featured a former porn star.
Entertainer Rolf Harris is to be charged with seven counts of indecent assault, the Crown Prosecution Service has announced.
British health authorities announced Thursday they have issued criminal charges against the producers of Star Wars: The Force Awakens over an on-set accident in which Harrison Ford broke his leg.
A play written by and starring Matthew Perry has received a mixed response from critics on its opening night.
Japan's markets traded sharply lower on Friday, following global markets, and as a stronger yen against the dollar hurt the country's big exporters.
At least 16 sneakers (aka trainers) containing rotting feet have washed up on the shores of western Canada in recent years, it has emerged.
Former President George W. Bush will head to South Carolina on Monday to campaign for his brother, Jeb Bush who is hoping to become a better president than his brother ever was.
Four-time Grammy winner Lionel Richie is being honored as the 2016 MusiCares person of the year for his remarkable career and charitable work.
Kanye West has revealed that he's working on a video game about his late mother Donda flying through heaven.
Scientists have given up hope of restoring contact with space probe Philae. Philae landed on a comet in a pinpoint operation but lost power because its solar-driven batteries were in the shade.
A Canadian man who disappeared 30 years ago is set to be reunited with his family after remembering his identity.
Democratic candidates Hillary Clinton and Bernie Sanders clashed over support for the president in their first debate since the New Hampshire primary.
Barry Manilow has been forced to cancel dates on what he says will be his final tour after being rushed to hospital.
The Duchess of York, Sarah Ferguson, has applied to become a permanent resident in Switzerland.
BORN TODAY: 1567 – Thomas Campion, English composer and poet (d. 1620)
1768 – Francis II, Holy Roman Emperor (d. 1835)
1809 – Charles Darwin, English geologist and theorist (d. 1882)
1870 – Marie Lloyd, English actress and singer (d. 1922)
1893 – Omar Bradley, American general (d. 1981)
1900 – Fred Emney, English actor and comedian (d. 1980)
1909 – Sigmund Rascher, German physician (d. 1945)
1912 – R.F. Delderfield, English author and playwright (d. 1972)
1915 – Lorne Greene, Canadian-American actor (d. 1987)
1923 – Franco Zeffirelli, Italian director, producer, and politician
1934 – Annette Crosbie, English actress
1938 – Judy Blume, American author and educator
1945 – Maud Adams, Swedish model and actress
1952 – Simon MacCorkindale, English, actor, director,
writer and producer (d. 2010)
1959 – Sigrid Thornton, Australian actress
1968 – Chynna Phillips, American singer (Wilson Phillips) and actress
1979 – Jesse Spencer, Australian actor and violinist
1981 – Lisa Hannigan, Irish singer-songwriter
2014 – Sid Caesar, American actor and singer (b. 1922)
2012 – David Kelly, Irish actor (b. 1929)
2009 – Victims of Colgan Air Flight 3407
1980 – Muriel Rukeyser, American poet and activist (b. 1913)
1929 – Lillie Langtry, English singer and actress (b. 1853)
1554 – Lady Jane Grey, English daughter of Frances Grey, Duchess of Suffolk (b. 1537)
TODAY IN HISTORY:
1502 – Vasco da Gama sets sail from Lisbon, Portugal, on his second voyage to India.
1814 – Battle of Château-Thierry
1814 – Battle of La Victoria
1909 – The National Association for the Advancement of Colored People (NAACP) is founded.
1909 – New Zealand's worst maritime disaster of the 20th century happens when the SS Penguin, an inter-island ferry, sinks and explodes at the entrance to Wellington Harbour.
1924 – George Gershwin's Rhapsody in Blue received its premiere in a concert titled "An Experiment in Modern Music," in Aeolian Hall, New York, by Paul Whiteman and his band, with Gershwin playing the piano.
1961 – Soviet Union launches Venera 1 towards Venus.
1983 – One hundred women protest in Lahore, Pakistan against military dictator Zia-ul-Haq's proposed Law of Evidence. The women were tear-gassed, baton-charged and thrown into lock-up. The women were successful in repealing the law.
1993 – Two-year-old James Bulger is abducted from New Strand Shopping Centre by two ten-year-old boys, who later torture and murder him.
2002 – An Iran Airtour Tupolev Tu-154 crashes in the mountains outside Khorramabad, Iran while descending for a landing at Khorramabad Airport, killing 119.
2009 – Colgan Air Flight 3407 crashes into a house in Clarence Center, New York while on approach to Buffalo Niagara International Airport, killing all on board and one on the ground.
2014 – A massive winter storm across states in the southern United States causes widespread power outages, travel disruptions and dangerous road conditions.
LATEST AND ANOTHER THING! Yet again, an actor proves why they are useless without a script!
And Another Thing! Click here to read.
February 12th - Day 43 of 366: Darwin Day (International)
It is confirmed that Britain is about to lose two national newspapers, The Independent and the Independent on Sunday. Says the BBC 'The Independent and Independent on Sunday newspapers are to cease print editions in March, the owner has said. Announcing a move to a "digital-only future", ESI Media said there would be "some redundancies among editorial employees".'
The Independent was first published on 7 October 1986 as a broadsheet and was produced by Newspaper Publishing plc and created by Andreas Whittam Smith, Stephen Glover and Matthew Symonds. All three partners were former journalists at The Daily Telegraph who had left the paper towards the end of Lord Hartwell's ownership. Marcus Sieff was the first chairman of Newspaper Publishing and Whittam Smith took control of the paper. The daily edition was named National Newspaper of the Year at the 2004 British Press Awards.
In June 2015 the "daily" had an average daily circulation of just below 58,000, 85% on its peak back in 1990, with the Sunday edition having a circulation of just over 97,000.
Reports in The Guardian and elsewhere say the newspapers will continue as online produce only, in other words, web sites.
The paper originally described itself as "free from party political bias, free from proprietorial influence"—a banner it carried on the front page of its daily edition. This banner was dropped in September 2011. The Independent sparked a general freshening of newspaper design as well as, within a few years, a price war in the market sector.
Past editors include Andrew Marr and Roger Alton with Amol Rajan being the current editor of the daily.
'The last print edition of the Independent will be published on Saturday 26 March, while the last Independent on Sunday will be on 20 March. The closure of the Independent's print editions will have "no bearing on the status" of the London Evening Standard - also owned by ESI - the company added.' For more, click here.
'i' which we reported yesterday may be purchased by Johnston Press has indeed be sold to them for about £24,000,000.
THE SON THINKS THE FATHER MADE A MISTAKE.
Cooper Heffner, that's his name not his occupation, is not happy with his father's decision vis a vis wearing clothes. According to mediawiredaily.com Mr. Heffner the younger says 'it was a huge mistake for the magazine to stop publishing nude images of women regardless of the fact that guys can see nude women on the web for free all day everyday.' It seems as though Mr. Heffner the younger was effectively stopped from attending board meetings as well. For more on that, click here or view the video below.
Cosmopolitan did rather well circulation wise for the period July-December 2015 increasing circulation year-on-year by nearly 60%. 'Elle' says Lorelei Marfil at wwd.com 'edged up just 0.8 percent to 164,727' copies for the same reporting period and most other magazines in the same category experienced results more akin to Elle than Cosmo. Tatler rose slightly, British Vogue fell as did Vanity Fair. For all the figures, click here.
HE MIGHT BUILD A WALL IF HE BECOMES PRESIDENT...
HE MIGHT BAN IMMIGRATION IF HE BECOMES PRESIDENT...
HE MIGHT RUN A MAGAZINE WHEN HE BECOMES PRESIDENT... NO WAIT, BEEN THERE, DONE THAT...
CLOSED IT DOWN.
'Billionaire blowhard Donald Trump loathes his media treatment so much, it's no surprise he once controlled his own self-serving publication with an iron Sharpie' says Laura Bilt at the New York Daily News.
He called the magazine "Trump" and 'nearly every page was filled with Trump-kitsch' says Laura, running adverts for Trump Vodka and Trump Steaks - you remember them, right?
Jennifer Bernstein, a former managing editor of Trump Magazine spills the beans deliciously including talking about the magazine's year in review. 'Take, for example, "Trump's Year in Review," featuring news bites about Trump and his family — like when he made the Forbes list for being one of the 400 Richest People in America, or when Annie Leibovitz photographed a pregnant and nearly naked Melania Trump on the staircase of their private jet for Vogue".'
Grab a cup of coffee, (is there such a thing as Trump coffee?) and click here to enjoy Laura's full article, it put a smile on our faces.
February 11th - Day 42 of 366: Inventors' Day (United States)
Omeda Communications has acquired Sunbelt Fulfillment Services of Brentwood, TN. Both companies were founded in 1981. Terms of the transaction were not disclosed. “After almost four decades of serving the media industry, my wife and I felt it was finally time to move on to the next stage of our lives”, commented David Ely, founder and president of Sunbelt. “In searching for a proper home for our clients, we were delighted to find the robust capabilities that Omeda has to serve our paid and controlled B2B and consumer brands”, Ely continued.
The successful transition of almost all of Sunbelt’s clients to the Omeda system has been completed, and Omeda has retained Sunbelt’s client support staff to ensure maximum continuity. The Doyle Group, one of Sunbelt's major clients, already has all of its properties up and running on the Omeda system. “We are thrilled with our transition to Omeda," remarked Nicholas Doyle, Managing Director of E-Commerce for the Doyle Group. "Not only was the conversion seamless, but we had several changes to our data that we wanted made prior to the transition and they accommodated all of our requests," he continued. "Their commitment to meet our needs and help grow our business was seen throughout their organization. With all of our brands under Omeda, the support of their teams, and the new capabilities of their platform, we are already transforming the way we are able to do business.”
Omeda’s platform combines both paid and controlled products on one single record, providing a 360 degree view of every unique touchpoint for each audience member. “Omeda has been very successful in integrating both paid and controlled products on our multi-product, multi-channel platform, and the addition of Sunbelt’s stable of clients adds more depth to our offerings in the paid consumer arena, while expanding our significant presence in B2B”, noted Aaron Oberman, President and CEO of Omeda. “Our platform provides powerful digital data management capabilities such as Omail, our integrated email platform, and Olytics, our website visitor tracking service. Combined with the fulfillment capabilities inherent in our platform, we have a comprehensive package for the media company of the 21st century.”
The Omeda acquisition of Sunbelt reflects the ongoing changes taking place in the media industry. While the advent of digital media has reduced the overall demand for traditional fulfillment services, most media companies still maintain print publications as a core part of their overall product mix. “The Omeda system is perfectly suited to managing the continuity of print fulfillment, including the rich self-reported demographics typically associated with such fulfillment, while also incorporating the streams of paid and internet rich data associated with the thrust of today’s media industry activities”, said Oberman. “These capabilities are already being positively implemented for not only our existing clients, but also our new family of clients from Sunbelt.”
IS A RUMOR OF A RUMOR THE TRUTH...
...you know, like, the enemy of my enemy is my friend? Well the rumor is that 'Rogers Media is considering closing down Canadian Business' according to canadianmags.blogspot.com who are quoting the good folks at the Huffington Post. We already do know that Rogers is cutting 200 jobs from the magazine division, so this could be part of that.
The publication has a circulation of 85,000 as well as '335,000 unique visitors on digital devices' says canadianmags.blogspot.com although these metrics in themselves don't necessarily mean money is being made from either venture. Canadian Business is the longest-publishing business magazine in Canada and was founded back in 1928, so we wait with baited breath to see if the rumor of the rumor proves to be true. For more, click here for Huffington Post and here for canadianmags.blogspot.com
Sadly, the time has finally arrived when we get to sound like our parents from the 70s, but really, what is the attraction of Justin Bieber? Neither stunning in looks or voice, he is gracing the cover of this month's GQ magazine. Nothing against the Bieb, we like most of his music as most of his music sounds the same.
Anyway, the Bieb is on the cover and inside the magazine says Emily Blake at mashable.com 'his new cover story for GQ, Justin Bieber talks about all of the "dumb sh*t" he's done over the past few years. But there's one word he deliberately avoids: "sorry".' There is more, for that click on the cover.
100 YEARS OF BRITISH VOGUE.
IS THE 'i' UP FOR SALE?
In the UK regional newspaper publisher Johnston Press that owns more than 200 titles is understood to be in negotiations to buy the i for about £25,000,000. Says Mark Sweney at The Guardian 'Johnston Press is in advanced talks to buy the i, the cut-price national newspaper owned by Evgeny Lebedev.' However Mr. Sweney then says some are saying that this sale 'will spell the end of the Independent and Independent on Sunday.' For more, click here.
February 10th - Day 41 of 366: Fenkil Day (Eritrea)
IS THE TELEGRAPH UP FOR SALE?
Back in 2004 the Telegraph Group was owned by Conrad Black's Hollinger but it was sold for a cool £665,000,000 to Frederick and David Barclay. According to Mark Sweney and Roy Greenslade at The Guardian 'a spokesman for the Barclay family said: “There are no plans to sell TMG or any part of it and there never have been” ,' which normally means the opposite is true. Now it transpires that Murdoch MacLennan, the chief executive of parent company Telegraph Media Group, 'has launched an extensive strategic review of the newspaper group.' Working on the premise that nobody pays for 'an extensive review' just for the fun of it, the reasons for doing 'an extensive review' are frankly limited. For more of Roy and Mark's article, click here.
Darren Murph is the new Editor-in-Chief of techradar.com. According to ppa.co.uk 'Darren is a former Managing Editor of Engadget, and joins the company on March 1 from Weber Shandwick where he was Senior Vice President of Editorial Strategy.
He will be based in Future’s New York office will work alongside Patrick Goss, Editor-in-Chief, and Marc Chacksfield, Global Managing Editor, who continue to oversee the integral development of the UK operations.' For more, click on Darren.
THE COVER OF ROLLING STONE MOVES TO TV.
Showtime in fact and says Alexandra Steigrad at wwd.com 'a spokeswoman from Rolling Stone declined to comment, but insiders said staffers at the magazine have been talking about the new show for weeks.' The magazine may not be talking, well a magazine can't talk, but you what we mean - but Showtime says ' that it ordered a half-hour pilot for a “pop-culture focused docu-series” in the vein of Rolling Stone magazine.” For more, click here.
EVERY WEEK IS A GOOD WEEK FOR MAGZINES.
'If you want proof of the continued vitality and burgeoning potential of the publishing industry' says Erik Sass at mediapost.com 'look at the raft of new publications -- both print and digital -- launching every week.'
Ever buoyant Erik notes 'These niche publications target relatively small groups of interested readers' and assesses how the likes of 'Banana', 'Trend and Tradition' and others are doing, click here.
'CEO Justin Smith provided some highlights from Bloomberg Business’ first year' scribes Chris O'Shea at adweek.com. BloombergBusiness.com registered a 29% increase to 27,700,000 unique visitors and says Justin Smith: “User engagement increased 125 percent year-over-year, realizing a high of 9.9 minutes spent per visit in December." Chris is kind enough to outline loads of other fascinating figures and for those click here.
February 9th - Day 40 of 366:
GRAND FRÈRE VOUS REGARDE.
'The French data protection authority on Monday gave Facebook three months to stop tracking non-users' web activity without their consent' reports cbc.ca and also 'ordered the social network to stop some transfers of personal data to the U.S.'
This has all come about after an agreement, the transatlantic Safe Harbour, concerning the transfer of data from Europe to the USA was struck down in a European court ruling last year.
For more, cliquez ici.
FORBES GUARANTEES NATIVE ADS WILL WORK.
But first of all you will have to spend $250,000 in advertising over a '60 day' period says Lucia Moses at digiday.com. Apparently if the advertiser does not 'get a lift in at least one of four metrics (awareness, favorability, recall, purchase intent), they get their money back' writes Ms. Moses.
No doubt Forbes knows what it is doing as they have done similar for regular display ads back when display ads were all the rage. The question that comes to our mind is: who decides whether an ad is actually any good in the first place? For more, click here.
HAD ENOUGH OF COLDPLAY, IF SO, YOU ARE IN FOR A DISSAPOINTMENT.
On Sunday here in the USA it was the annual Super Bowl between a team from Denver playing some Panthers - Denver won. The most impressive thing about the Super Bowl is not the football, but the half time shows and this year it was Coldplay or as they are called in our house Cold sores.
They performed on Sunday along with Bruno Mars and Beyonce Knowles. Many seemed to think Coldplay was a rather strange decision for half time jollifications, but it all seemed to go of reasonably well. However there are some that did not like the show, especially Coldplay and notes Richard Horgan at adweek.com 'those who like to expend energy hating the Super Bowl 50 Halftime Show headliners are likely to find new reason to expend this coming weekend' - and that reason is Rolling Stone magazine.
The lead singer of Coldplay is on the cover and apparently notes Mr. Horgan, Hardeep Phull says 'hating Coldplay is what you do when you’re desperate to be hip, but can’t be bothered to actually do the work. It’s cultural hearsay, parroted by musical dunces. And it’s the best way to show you actually know nothing about the band, what they do and how they do it.'
For more of the cover story in Rolling Stone, click here.
Meanwhile, if you want to read a report about the half time show on Sunday about Coldplay, take a look at theonion.com - it made us laugh!
NEW COO AT IBT - WTG!
From Press Release: IBT Media has announced that Alvaro Palacios has been named Chief Operating Officer (COO). Palacios will lead operations for all parts of the business and will report to Etienne Uzac, Co-Founder and CEO of IBT Media. “Alvaro comes to us with a great deal of traditional and digital media experience and we are thrilled to have him head up our operations as we continue to aggressively improve our operational rigor and global expansion,” said Uzac. “His insight will help scale every part of the business from ad servers to management of employees.” As COO, Palacios will handle the execution of all operations across the company.
Palacios joins IBT Media from Televisa Publishing + Digital where he served as Head of US Operation. He previously held operations, finance and business development positions at companies including DLA, Inc, PRISA, Terra Networks USA, Telefonica B2B and PricewaterhouseCoopers.
WE KNOW WE ARE, WE'RE SURE WE ARE,
And the hap-hap-happy award for being the happiest journalists go to 'journalists who work in the consumer magazine sector' according to pressgazette.co.uk.
This was last summer, so now in the depths of winter they may be changing their mind, but 'more than 700 journalists completed an anonymous Press Gazette survey. Of these, 33 - including 14 freelancers who work primarily or solely in the sector - said they worked in consumer magazines. On average, they rated their place of work at 7.7 out of ten. And 31 out of the 33 said they enjoyed their job.'
For more on this happy story, smile, and click here.
February 8th - Day 39 of 366:
AD AGE ANNOUCES THE WINNERS.
Joanna Coles is Ad Age's editor of the year according to Ad Age's Magazine A-List for 2015. 'Joanna Coles won't hear arguments that Cosmopolitan has been diminished, watered down or become one of many in the crowded space of female-focused media brands' scribes Jeremy Barr at adage.com. "Some brands come and go, but Cosmo is still very much in the ascendancy, I think, as women's lives open up" says Ms. Coles.
Ad Age also noted the magazines that had impressed them in 2015, most of which you would expect to see in the list. Out magazine stands out, excuse the pun, from the rest and was highlighted as a winner for a number of reasons but the fact that 'President Barack Obama sat for a shoot by Out contributing photographer Ryan Pfluger and an interview by Out Editor-in-Chief Aaron Hicklin at the White House' is very impressive. Magazine brand of the year was won by Bon Appétit and Pamela Drucker Mann of Bon Appétit is also Ad Age's 2015 Publishing Executive of the Year.
ARE YOU LINKED IN?
Well, according to Lucia Moses at digiday.com The Wall Street Journal is no longer LinkedIn. She notes 'The Wall Street Journal has gone full-on hostile by dropping its LinkedIn sharing button from its article pages.'
According to Maria Rodale publishers have to take back what they so freely gave in the first place (we paraphrase, but that is what she means) so perhaps this is what is happening at the veritable WSJ.
Mind you, there may be something else going on as Lucia points out 'the Journal’s parentage has been openly contemptuous of LinkedIn, going so far as to call LinkedIn a "spammer." For more, click here.
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 QuestionClick 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...
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.
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....
ARTICLES, 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.
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.
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.
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.
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.
'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?
(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!
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.
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.