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


January 22nd 2018

is the 22nd day of the year and there are 343 days remaining until the end of the year.

 












London, England
London, England

Local Time
Local Time
Sydney, Australia
Sydney, Australia
TODAY'S NEWS HEADLINES:
Princess Eugenie and long-term boyfriend Jack Brooksbank are engaged to be married, the Royal Family has announced.


A series of senior U.K.I.P. figures have quit their roles and called on embattled leader Henry Bolton to resign.

Bangladesh has delayed the repatriation of Rohingya Muslim refugees to Myanmar, set to start on Tuesday, because the process of compiling and verifying the list of people to be sent back is incomplete, a senior Bangladesh official said.

China's censors have a new target in a widespread clamp-down on popular culture: the country's nascent hip-hop scene, which resonated with Chinese youth last year on hugely popular television show "Rap of China."

Ecuador's President Lenín Moreno has described Wikileaks founder Julian Assange as an "inherited problem" in a television interview.

The Australian government has announced a A$60m (£34m; $48m) plan to help improve the health of the Great Barrier Reef.

France would "probably" have voted to leave the E.U. if it had held an in/out referendum, according to the country's leader.

South Korean President Moon Jae-in said on Monday a thaw in relations between the two Koreas ahead of next month's Winter Olympics presented a "precious chance" for the United States and North Korea to discuss the North's weapons programs.

The New England Patriots will face the Philadelphia Eagles in the Super Bowl next month in Minneapolis.

Tom Petty died of an accidental overdose after taking various painkillers, according to a statement issued by his family.

Fifteen people are injured - three seriously - following a collision near Sydney which left some passengers trapped in a carriage.

The Screen Actors' Guild handed out their annual awards in Hollywood last night, winners included: Gary Oldman, Frances McDormand, Claire Foy, Sam Rockwell, Allison Janney, Alexander Skarsgard, William H. Macy, Julia Louis-Dreyfus, Veep and Game of Thrones.

Former England and Blackpool captain Jimmy Armfield has been described as "a national hero", following his death at the age of 82.

The U.S. government has shut down. Donald Trump said “problems start from the top, and they have to get solved from the top, and the President’s the leader, and he’s got to get everybody in a room, and he’s got to lead. It’s a very, very bad thing and it’s very embarrassing worldwide.” Sure is Donny - don't you just hate it when your words come back and bite you in the ass.

Catalonia's former leader Carles Puigdemont has arrived in Denmark, triggering a new attempt by Spain's prosecutor to have him arrested.

At least six people have been killed in widespread protests in the Democratic Republic of Congo, United Nations sources say.

Mike Pence has kicked off his visit to Israel by saying it was an honor "to be in Israel's capital, Jerusalem".
BORN TODAY:
1440 – Ivan III of Russia (d. 1505)
1552 – Walter Raleigh, English poet, soldier,
courtier and explorer (d. 1618)

1561 – Francis Bacon, English philosopher and politician,
Attorney General for England and Wales (d. 1626)
1797 – Maria Leopoldina of Austria (d. 1826)
1831 – Prince Christian of Schleswig-Holstein (d. 1917)
1840 – Ernest Wilberforce, English bishop (d. 1907)
1877 – Tom Jones, American baseball player and manager (d. 1923)
1887 – Helen Hoyt, American poet and author (d. 1972)

1909 – U Thant, Burmese educator and diplomat, 3rd United Nations Secretary-General (d. 1974)
1920 – Alf Ramsey, English footballer and coach (d. 1999)
1932 – Piper Laurie, American actress

1934 – Bill Bixby, American actor and director (d. 1993)
1934 – Graham Kerr, English chef and author
1940 – John Hurt, English actor (d. 2017)
1957 – Francis Wheen, English journalist and author
1959 – Linda Blair, American actress
1965 – Diane Lane, American actress
1971 – Stan Collymore, English footballer and sportscaster
1977 – Anna Linkova, Russian tennis player
1980 – Jonathan Woodgate, English footballer
1987 – Astrid Jacobsen, Norwegian skier

DIED TODAY:
2016 – Cecil Parkinson, English politician (b. 1931)

2010 – Jean Simmons, English-American actress (b. 1929)
2008 – Heath Ledger, Australian actor and director (b. 1979)
1994 – Telly Savalas, American actor (b. 1924)

1922 – Pope Benedict XV (b. 1854)
1901 – Queen Victoria of the United Kingdom (b. 1819)

TODAY IN HISTORY:
1506 – The first contingent of 150 Swiss Guards arrives at the Vatican.

1808 – The Portuguese royal family arrives in Brazil after fleeing the French army's invasion of Portugal two months earlier.

1879 – The Battle of Rorke's Drift results in a British victory.

1901 – Edward VII is proclaimed King after the death of his mother, Queen Victoria.


1924 – Ramsay MacDonald becomes the first Labour Prime Minister of the United Kingdom.


1941 – World War II: British and Commonwealth troops capture Tobruk from Italian forces during Operation Compass.

1947 – KTLA, the first commercial television station west of the Mississippi River, begins operation in Hollywood.

1957 – The New York City "Mad Bomber", George P. Metesky, is arrested in Waterbury, Connecticut and charged with planting more than 30 bombs.

1970 – The Boeing 747, the world's first "jumbo jet", enters commercial service for launch customer Pan American Airways with its maiden voyage from John F. Kennedy International Airport to London Heathrow Airport.


1973 – The crew of Apollo 17 addresses a joint session of Congress after the completion of the final Apollo moon landing mission.

1984 – The Apple Macintosh, the first consumer computer to popularize the computer mouse and the graphical user interface, is introduced during a Super Bowl XVIII television commercial.

2002 – Kmart becomes the largest retailer in United States history to file for Chapter 11 bankruptcy protection.

2015 – An explosion near a civilian trolley-bus in Donetsk kills at least thirteen people.
AND ANOTHER THING!
I am going to write a bucket list.
Click here to read.

For previous 'And Another Thing' articles, click here.

LATEST STRAIGHT TALK
The Nightmare before Christmas - Redux!
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 22 of 365: Grandfather's Day (Poland).
FERGIE TO SUE RUPERT.
This may be the first time we have felt sorry for Rupert Murdoch but 'Sarah Ferguson has reportedly demanded about £45m from Rupert Murdoch' says Kevin Rawlinson at The Guardian. She is claiming that the News of the World (remember that?) 'wrecked a series of business opportunities for her when its former reporter Mazher Mahmood caught her in a sting.'

For more, if you can stand it, click here.
NEWSWEEK'S OFFICES WERE RAIDED, AND THE REASON WAS...
...'alleged money laundering' according to the New York Post.

'The probe, run out of the DA’s cyber-crimes unit, is looking into a possible “money trail” linking San Francisco’s Olivet University and former executives at Newsweek Media Group, the magazine’s parent' scribed Keith J. Kelly citing a 'source close to the company.'

We wonder if Tom Hanks and Meryl Streep are getting excited, there could be a movie in this! For more, click here.
WOMEN'S DAY COPPING A SPRAY FROM SHANE WARNE.
You will be forgiven if you think from the headline that Shane Warne is urinating on Women's Day magazine - magazine urination is aimed more at Ikea advertisements.

Copping a spray means being yelled at and the reason Shane Warne, a cricketer from down under is shouting is because 'the controversial mag wrote an unsourced article claiming his ex-wife, Simone Callahan, was "tearing her hair out" after he took their 18-year-old son Jackson to a poker competition' according to a report at triplem.com.au. Mr. Warne tweeted "Woman’s day you are a disgrace. I’m not sure what possess [sic] you to continue this attack & making up lies about me, my family or my private life. What is the media watchdog doing about this constant harassment & continual lies about made up stories with no substance whatsoever?" There are some rather funny replies to Mr. Warne's tweet, click here for those, for the main story, click here.
FACEBOOK TO GRADE PUBLISHERS.
'To fill feeds with higher-quality news' scribes Gavin O'Malley at mediapost.com 'Facebook plans to begin surveying a representative sample of users to measure their familiarity with -- and trust in -- various publishers.' They will start with U.S. users and "plan to roll this out internationally in the future",' says 'Adam Mosseri, head of News Feed.'

So once again Facebook want to have their cake and eat it at the expense of publishers; what is that old saying? "Fool me once, shame on you, fool me twice, shame on me" - publishers - you have been warned.

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.