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Using e-mail marketing to drive circulation

Jane Giles, director of business development, Cambey & West Inc. May 05, 2008

In this cluttered inbox world, grabbing a person's attention to attract them to your publication or Web site is the biggest challenge, and the subject line is the most critical element of any promotion campaign, according to Elliot Danziger, director of e-mail marketing for e-Post Direct.

The value of acquiring paid circulation through partnerships

Andrew Degenholtz, president, ValueMags April 28, 2008

Partnership marketing is extremely valuable, and is fast becoming a trusted part of the circulator's mix. The Audit Bureau of Circulations Partnership Marketing circulation classification allows a magazine subscription to be sold in combination with a product or service. Partnership-sold subscriptions are a valuable marketing tool and circulation source that uniquely benefit publishers, retailers, consumers and advertisers.

Are Vouchers Killing the Circulation Business?

Peter Stein, director of business development, Canterbury Graphics Strategic Marketing April 21, 2008

As I sat through a recent Circulation Day seminar on "Direct Mail Creative Breakthroughs & Trends" I was astounded to think that the voucher was still a creative breakthrough. The voucher, for many years, has played a prominent role for many publishers in their direct mail campaigns. Creative testing has focused on improving the voucher through tweaks to envelopes, forms, adding brochures, and buckslips. Not what I consider a creative breakthrough, but for many circulators this format has saved their business.

Winning in a multiplatform world

By Linda Brennan, VP of worldwide circulation, BusinessWeek April 14, 2008

It's a whole new world. It's not just print, it's multi-platform. Readers of many magazines can now engage with their favorite brand's content across many distribution channels — the magazine, the Web site, audio, podcasts, mobile, newsletters, television, radio or RSS feeds, just to name a few. To monetize these content channels, consumer marketers must position and promote the enhanced value of the brand to its most loyal readers as well as to new consumers.

Zip code targeting key for USA Today Home Delivery

Stephen Upton, director of subscription sales and marketing, USA Today April 07, 2008

Many people know USA Today as the newspaper found at their hotel room door. It engages readers with a balanced variety of news topics in an easy-to-understand format that is informative yet fun to read when traveling on business or vacation.

Tough times breed ingenuity, creativity for Inserts

Eleanor Trickett April 07, 2008

With the confluence of postal increases, consumers' green advocacy and soaring paper costs, it wouldn't be unreasonable to think that insert media is one of the print-rooted areas that are currently under attack.

Do-not-mail just one challenge in circ marketing

David Ball, VP consumer marketing, Meredith Corporation March 24, 2008

It's a challenging time to be working in magazine circulation. There are a number of issues that are making it harder to increase profitability year over year: rising postal and paper costs, do-not-mail legislation on the state level, difficulty in recruiting bright young people into our discipline and, last but not least, the proliferation of information that is freely available on television and the Internet.

Getting personal in b-to-b e-mail marketing

Jane Giles, director of business development, Cambey & West Inc. March 17, 2008

Technology is grand. It enables us to do very sophisticated e-mail promotions, and there is no shortage of articles on deliverability and analytics. When e-mail is your direct marketing channel, it's no longer just about the lists, offers and message. But perhaps when trying to get our arms around filters and metrics we overlook a basic tenet, especially in b-to-b subscription marketing: Our audience is human — they are individuals, and they have egos.

In Circulation: It's all in the mix

Lauren Bell March 10, 2008

A big story out of the publishing world last week was Ziff Davis Media filing for bankruptcy. The company, which publishes PC Magazine and Electronic Gaming Monthly, attributed its losses to falling subscription and advertising numbers. However, Ziff Davis' filings with the US Bankruptcy Court for the Southern District of New York also cited the company's inability to grow quickly online as a reason for waning consumer interest in the brand.

ABC's 2008 initiatives simplify reporting standards; magazines expand verified distribution

Michael Lavery, president and managing director, Audit Bureau of Circulations March 10, 2008

Demands for greater accountability and transparency remain essential in media business relationships. The Audit Bureau of Circulations (ABC) strives to meet these demands by helping to strengthen the relationship between advertising buyers and sellers.

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