Archive for the ‘Circ Management’ Category
How to sell magazine subscriptions online — THE WEEK Magazine example
CASE HISTORY
A tornado creates a blizzard…
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…
How to turn a magazine into a subscription-selling machine
CASE HISTORY
What happened when the irresistible force of Felix met the immutable laws of marketing…
How to sell newspaper subscriptions via direct mail
CASE HISTORY
What must be done to reverse the failing, flailing future of newspaper subscription sales? Everything. A call to arms from The Morning Call…
Successful 5-year renewal effort
THE WEEK tested and repeated (with contextual changes) this 5-year / $250 renewal. As traditional print magazines become increasingly unattractive to readers in general, it’s natural to seek long-term commitments from current subscribers. And the marketing math makes it enticing:
“Free – The Future of a Radical Price”
Most magazines have three prices. The cover price. The subscription price. And free – the web price. In his new book, Chris Anderson of Long Tail fame argues that free may well be the most profitable price point of the three. He makes an interesting, instinctively counterintuitive, and yet often persuasive case for disruptive, game-changing zero.
A half-great way to sell subscriptions from your home page
This works great up to a point…
Try a RISK-FREE Issue of Inc. Today!
Make your magazine the free gift with a purchase
Would you find subscriber love in an arranged marriage?
An idea for selling subscriptions and raising money in an anxiety economy
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.
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.
How to increase circulation income—not spending
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.
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…
“What would The Jewish Week do?”
Lessons from our latest in the quest to sell subscriptions on behalf of “The Wall Street Journal of Jewish newspapers.”
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.
What Now? What Next?
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.
‘FREE!’
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!
‘Let’s do whatever The Wall Street Journal is doing’
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.
Losing the war? Change the battlefield. Only to lose again.
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.
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.
113 Certainties for Circulation Success
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.
