In circ: Good deals, bad marketing

Share this content:

A close friend of mine is the type of guy who likes a good deal. He'll spend hours scouring just to save $5 on a set of headphones or a pair of tennis shoes. So when he started finding offers for free and nearly free full-year subscriptions to magazines, he was quick to jump on the titles he wanted: The New Yorker and Wired

The New Yorker, in particular, seemed like a great deal. As a weekly (and a “venerable” one to boot), it's not cheap. I had to wonder where the payoff would come in for the reseller.

A few months after my friend received his first issue of The New Yorker, I got my answer in the mail. Offers for every magazine under the sun began flooding his mailbox, as whatever company had supplied the “slick deal” made its return on the cheap sell by pawning off his name to every other reseller and list company in the world.

Time wanted to give him a year's subscription for $20 — $230 off of the cover price. Newsweek got in on the furor too. And a fitness magazine. And…The Family Handyman?

Wait a second, what happened to targeted marketing?

I thought the whole reason for buying and using these lists was to find promising prospects for your offer. If someone is interested in the news and general geekiness supplied by The New Yorker and Wired, he might go for some other newsweeklies, but fitness and handywork? My friend ain't no renaissance man.

This sort of unthinking, untargeted, “here's a guy who likes magazines — let's sell him ALL of ours” approach is just the sort of thing that makes people hate direct mail and ignore even the pertinent offers that get sent their way. Magazine resellers, you can do better than that.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above