Archive for the ‘Testing’ 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…
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:
Not getting any response to your mailings?
The problem may be with your carrier. No, not your outer envelope. Your carrier.
Illustration by Mark Alan Stamaty for Slate Magazine
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.
Scents and sensibility in subscription direct mail
Sniffing around for a new circulation idea? Smells like the New York Times is on to something …
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!
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.
