Whether you call it circulation marketing, audience development or relationship marketing, the need is the same — to build leads and maximize ROI.
Time Inc. and list manager Direct Media Millard announced the release of eight new-to-market lists of subscriber e-mail addresses May 26.
Lippincott Williams & Wilkins added The Hearing Journal to the stable of its lists managed by MeritDirect May 20.
Weekday circulation at US daily newspapers fell 8.7% year-over-year for the six-month period ending March 2010, according to data from the Audit Bureau of Circulations. Sunday circulation dropped 6.5%, according to the statistics, which were released April 26.
Crain Communications turned over management of the 'Investment News' and 'Pensions and Investments' subscriber files to MeritDirect on April 23. The previous manager was Kroll Direct Marketing.
'Software Magazine' turned over management of its subscriber file to Statlistics on April 20. List Incorporated previously managed the file.
Publisher Creative Age awarded Statlistics management of its lists on April 5. The previous list manager was Leon Henry. The files reach professionals in beauty-oriented professions.
Red 7 Media has combined 'Folio' and 'Audience Development' magazines. 'Audience Development,' which had a frequency of 10 issues per year, is now polybagged quarterly with 'Folio,' which is distributed monthly. 'Audience Development' was first included in Folio's January 2010 issue.
Stratmark launched "My Reader Rewards," a program that allows newspaper subscribers to accumulate points with a periodical's advertisers, on March 9. The company is in negotiations with 14 media outlets to implement the program.
Valpak has launched two direct campaigns using augmented reality, including an effort with The Martha Stewart Show to build the two companies' databases.
Digital agency Zeta Interactive launched digital coupon and insert software through Zeta Next Page, its Web-based publishing platform, on March 1. The platform allows brands to create digital coupons to replace their print counterparts, as well as circular and newspaper inserts.
The nonprofit Lance Armstrong Foundation has launched LiveStrong Quarterly, a custom publication aimed at cancer survivors and their advocates. The magazine was developed by Spot On Media.
Statlistics and Merkle have partnered to launch a mobile-based lead-generation service that replaces traditional reader-service cards. Green Mountain Coffee is the first client using the service. The Print-to-Mobile platform helps publishers and advertisers use specific short codes, rather than service numbers, in their print advertisements.
'Modern Woodworking' magazine awarded Kroll Direct Marketing management of its subscriber file on January 11. The previous list manager was DM2.
'Cosmopolitan' launched the Cosmo Karma Project, a social media initiative sponsored by Estee Lauder, to benefit the Breast Cancer Research Foundation, on October 26. The magazine also seeks to grow its subscriber base with the initiative.
Nonprofit media-auditing organization BPA Worldwide is testing its Brand Reach audit-report process with business-to-business publisher Stamats Business Media as a client. The report is a way for publishers, media buyers and advertisers to get a view of all the communication channels by which a publication reaches consumers. Auditing is typically done on a channel-by-channel basis.
Many multichannel merchants are compelled to cut catalog circulation because of the current economic picture. Some retailers, however, are doing so in the name of "mailing smarter." The goal is for sales to drop at only a fraction of circulation cuts. Multichannel merchants such as Williams-Sonoma and J. Crew reported double-digit reductions to circulations in the first half of this year simultaneous with better-than-expected profits. However, one retailer, Chico's, has expressed remorse recently over making cuts it later realized may have been too dramatic. Here, Kevin Hillstrom, president of MineThatData; Rod Ford, CEO of CognitiveData; and Holly Wasas, account manager for brokerage at Direct Media Millard, weigh in on how to cut back wisely.
The Audit Bureau of Circulations (ABC), an organization that checks the print circulation, readership and Web site activity of media outlets, has added five companies involved in digital publishing initiatives to its roster. The new members include Bite Sized Candy, the creator of a soon-to-be-launched technology that makes magazines available via iTunes and readable on the iPhone and iPod Touch.
Exclusive Beauty Supplies (EBS), a distributor of beauty items for salons, is launching a custom magazine called X Factor this summer as part of its push into new distribution territory. EBS, which works exclusively with independent salons, recently extended its distributing license from its home state of Florida into Georgia, Alabama and Mississippi. The company tapped Marketing Matters to help create and distribute its 24-page glossy following a multi-agency review.
Industry expert Julian Baim, chief research officer of print rating service MRI describes the evolution of circulation and audience measurement.
A focus on margins, efficient data systems, solid analytics and customer service are among the essential components necessary for marketers to grow and profit during the economic recession, according to Donald Libey, president of Libey Inc., the keynote speaker on July 9 at the MeritDirect Co-op, an annual meeting for clients and members of the list world. Libey was optimistic about the future.
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