Canada was unavailable for blaming
…and Passover, too, somehow escaped as an excuse for the slowdown.
Archive for the ‘Advertising’ Category
The launch of Condé Nast Portfolio
Condé Nast, the man, “was noted for his innovative publishing theories and flair for nurturing readers and advertisers…one of the most powerful purveyors of popular culture.” He started a magazine empire later made legendary by brilliant, billionaire publisher S.I. Newhouse. Proving again the rich are different from you and me. Which brings us to the launch of Condé Nast Portfolio…
“Good direction doesn’t stifle creativity, it stimulates it.”
This is the BBDO Discipline, a useful four-step method for creating effective advertising and marketing. Learned while I worked at the Boston office of BBDO in the era of Phil Dusenberry and Allen Rosenshine (a golden time despite the fact the agency became better known to the general public as the outfit that set Michael Jackson’s hair on fire).
Why it’s important – Part 1
An ad campaign on behalf of junk mail … ah, circulation marketing … make that “audience development.”
49-Point Checklist for Beating Your Control
What do you need to know to beat your control? The answers to this list of questions will provide a good start when working with outside creatives. Or—and especially—if you attempt to do it yourself.
Subscriber base aging? Take a lesson from THE WEEK.
PROOF BOOK
Raise your hand: Subscribers getting old fast? Dwindling universe of prospects who even read print, much less subscribe to it? Two common circulation complaints. So what can you do to turn back the marketing clock? Study THE WEEK’s strategy to enroll young readers.
Issue 1
OPEN LETTER
The myth of subscription direct mail is it gets very little response. In fact, it gets 100% response. Readers either love it or hate it. Remember it or forget it. Open it or throw it away. And to a degree far greater than you might imagine, how customers respond to your marketing is controlled by you.
