Archive for the ‘Branding’ Category
How to build circulation by hundreds and thousands of subscribers at a time
CASE HISTORY
How The Chronicle of Philanthropy and The Chronicle of Higher Education are re-defining the idea of a professional site license with innovative circulation marketing…
Re-gifting “Scientific Advertising” by Claude Hopkins
Received this full-text, online e-book as a gift in my holiday email from John Forde, the man who heads the Copywriter’s Roundtable. With thanks and best wishes to John, paying it forward to you. Enjoy!
“5 key reasons why newspapers are failing”
A brilliant and unsparing appraisal in two parts by Bill Wyman for Splice Today. If you survive the tour-de-force that is part one, the more proscriptive part two is even better.
Make your magazine the free gift with a purchase
Would you find subscriber love in an arranged marriage?
Are you developing an audience? Or more telling: Is your audience developing you?
The secret to circulation management? It’s all in your point of view.
How to sell magazine subscriptions online – the Vanity Fair example
This idea works even better than I first imagined.
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.”
Three magic words
Where do good ideas begin? Some do-it-yourself advice. In three words. Or less.
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.
