A do-it-yourself, pas-de-deux, mash-up marketing strategy that borrows and combines best practices learned from the likes of Smithsonian, National Geographic, and Audubon magazines.
The secret to circulation management? It’s all in your point of view.
This idea works even better than I first imagined.
A zero-cost, all-profit newsletter for presidents to give free to their board of directors. And a renewal program with frequent-flier rewards in exchange for long, long flights with the magazine. Two ideas for the “Monday Morning Expert” column in Circulation Management magazine whose Associate Editor, Chandra Johnson-Greene, has asked me to contribute once or twice a month.
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…
Lessons from our latest in the quest to sell subscriptions on behalf of “The Wall Street Journal of Jewish newspapers.”
An ad campaign on behalf of junk mail … ah, circulation marketing … make that “audience development.”
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.
Costs are up. Response is down. Circulation is falling. Lists are exhausted. Offers are fatigued. Rules are changing. Subscribers are wary. Has there ever been a better time for new ideas in circulation? Here are some things you can do now to survive the tough times so you can positively thrive when — if ever — the going gets good.
What we can learn from “Dilbert” — and the high cost of gasoline in Europe — about the most powerful offer in circulation marketing? A very different kind of cost / benefit analysis via Chris Anderson … yours FREE!
Here’s the latest in my mail from The Wall Street Journal. Ever since “two young men graduated from the same college,” whatever The Journal mails has been the avatar of subscription promotions. As they say, if you’re going to steal, steal smart.
Think politicians are ham-handed at changing the discussion? Check out how the newspapers that cover them frame their latest round of disastrous ABC subscription figures.
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.
Here’s a list of tips, techniques, and truths to help you create winning subscription promotions. Do you know them all? Know a few more I should add? Reply before midnight.
© 2007
Richard Riccelli, Inc.
All rights reserved.
