Useful, accessible information on circulation and audience development for magazine publishing professionals.

Jun 27th 2016

is the 179 day of the year and there are 187 days remaining until the end of the year.

 

TODAY'S NEWS HEADLINES:
US rapper 50 Cent and a member of his entourage were detained in St Kitts and Nevis for using "indecent language" during a music festival performance, according to police.

BREXIT: UK Labour party leader Jeremy Corbyn is defiant and says he will "not allow a coup", despite seven more shadow cabinet members leaving their post today. So far 18 shadow cabinet ministers have resigned, one - Hilary Benn - has been sacked.

BREXIT: Ratings agency Moody's has changed the UK's sovereign rating from "stable" to "negative" due to the uncertainty unleashed by the result of the EU referendum.

More than 3,300 migrants adrift on boats in the Mediterranean have been rescued by Italian coastguard and navy ships.

BREXIT: EasyJet and Foxtons are the latest companies to issue official profit warnings in the wake of the UK's vote to leave the EU.

At least five people have been killed after a group of suicide bombers detonated their explosives in eastern Lebanon, according to reports.

BREXIT: Nicola Sturgeon has said she would consider asking the Scottish Parliament to block Brexit if given the opportunity.

A 15-year-old boy is in a serious condition after he was attacked in his tent by a hyena in the Kruger National Park in South Africa.

BREXIT: The Government has started putting together a plan for "Brexit consultations" at a Cabinet meeting chaired by David Cameron. It was the first time the Prime Minister came face-to-face with some of the ministers who engineered the Brexit defeat that has forced him to resign.

West Virginia braces for more storms after deadly week of floods.

BORN TODAY:
1040 – Ladislaus I of Hungary (d. 1095)
1462 – Louis XII of France (d. 1515)
1550 – Charles IX of France (d. 1574)
1846 – Charles Stewart Parnell, Irish politician (d. 1891)
1869 – Kate Carew, American illustrator and journalist (d. 1961)
1884 – Gaston Bachelard, French philosopher and poet (d. 1962)
1888 – Antoinette Perry, American actress and director (d. 1946)
1892 – Paul Colin, French illustrator (d. 1985)
1918 – Adolph Kiefer, American swimmer
1921 – Muriel Pavlow, English actress
1930 – Ross Perot, American businessman and politician
1932 – Hugh Wood, English composer
1939 – Neil Hawke, Australian cricketer and footballer (d. 2000)
1944 – Patrick Sercu, Belgian cyclist
1953 – Alice McDermott, American novelist
1954 – Richard Ibbotson, English admiral
1955 – Isabelle Adjani, French actress
1966 – J. J. Abrams, American director, producer, and screenwriter
1973 – George Hincapie, American cyclist
1984 – D. J. King, Canadian ice hockey player
1985 – James Hook, Welsh rugby player

DIED TODAY:
2015 – Chris Squire, English bass guitarist, singer, and songwriter (Yes) (b. 1948)
2014 – Bobby Womack, American singer-songwriter
(The Valentinos) (b. 1944)
2001 – Joan Sims, English actress (b. 1930)
2001 – Jack Lemmon, American actor (b. 1925)
1844 – Joseph Smith, American religious leader, founded the
Latter Day Saint movement (b. 1805)
1844 – Hyrum Smith, American religious leader (b. 1800)
1672 – Roger Twysden, English historian and politician (b. 1597)

TODAY IN HISTORY:
1497 – Cornish rebels Michael An Gof and Thomas Flamank are executed at Tyburn, London, England.

1806 – British forces take Buenos Aires during the first British invasions of the River Plate.

1898 – The first solo circumnavigation of the globe is completed by Joshua Slocum from Briar Island, Nova Scotia.

1946 – In the Canadian Citizenship Act, the Parliament of Canada establishes the definition of Canadian citizenship.

1971 – After only three years in business, rock promoter Bill Graham closes the Fillmore East in New York, New York, the "Church of Rock and Roll".

1974 – U.S. president Richard Nixon visits the Soviet Union.

1985 – U.S. Route 66 is officially removed from the United States Highway System.

2007 – Tony Blair resigns as British Prime Minister, a position he had held since 1997.

2008 – In a highly scrutinized election President of Zimbabwe Robert Mugabe is re-elected in a landslide after his opponent Morgan Tsvangirai had withdrawn a week earlier, citing violence against his party's supporters.

2014 – At least fourteen people are killed when a Gas Authority of India Limited pipeline explodes in the East Godavari district of Andhra Pradesh, India.

2015 – A midair explosion from flammable powder at a recreational water park in Taiwan injures at least 510 people with about 183 in serious condition in intensive care.

AND ANOTHER THING!
It is time for Americans to accept what the rest of the world knows, guns DO kill people.
Click here to read.

For previous 'And Another Thing' articles, click here.
LATEST STRAIGHT TALK
What Information Should You Give your Creative Team?
Click here to read.

For previous 'Straight Talk' articles, click here.

Day 179 of 366: First Day of Wimbledon
OUTLOOK SIGNS OFF.
'The computers are gone. The desks have been cleared out. Old papers and letters and decades of paraphernalia have been removed or discarded' scribes Barbara Silverstein at cjnews.com. It had been published for over 50 years but 'Outlook has shut down and subscribers received its farewell issue this month.'

An aging readership seems to be the main cause of the magazine demise, as old readers died, younger readers did not come on board. For more, click here.
JASON NIKIC SIGNS IN.
Jason Nikic will be joining Interview Magazine as their new Chief Revenue Officer and notes Alexandra Steigrad at WWD 'replaces former publisher Dan Ragone, who departed for Maxim earlier this year.' For more, click here.
BRITAIN SIGNS OUT.
For many there is a new word in the vocabulary that was not here this time last week - Brexit. In case you have not heard the Untied Kingdom has voted to leave the European Union and after the vote last Thursday it is probably fair to say the fan has been well and truly covered. 'One question' says D.B. Hebbard at Talking New Media 'that many covering the Brexit story don’t seem very interested in right now is how this economic turmoil will effect publishing' - thankfully D.B. delights us with his perspective. Click here for more.

Meanwhile, 'shortly after the shocking news broke' says Alexandra Jardine
at creativity-online.com 'The Economist tweeted its latest cover: a torn British flag and the caption "A tragic split." UK retailer 'Dorothy Perkins was derided on Twitter after merrily tweeting: "Woo! Who has that #Friday Feeling? X" with celebratory emoji at 9.21am just as the pound was crashing to its lowest level since 1985. The company has since deleted the tweet.' For more, click here or cliquez ici!

ANGRY BIRDS TAKE OVER.
'Angry Birds have taken over the latest installment in Egmont Publishing's Showcase magazine series' reports ppa.co.uk and 'targeted at children between the ages of five and eight, the issue comes free with two Angry Birds gifts plus Angry Birds Movie trading cards.' The magazine will be available next week priced £3.99. For more, click here.

COUNTRY LIVING AND RVING.
'The partnership is an expansion of Go RVing’s sponsorship with the brand for the Country Living Fair; Go RVing is a sponsor for all four Country Living Fairs across the U.S., with interactive RV installations at each site' says Sara Guaglione at mediapost.com. Not only this says Sara but 'Country Living and Go RVing are also partnering on a sweepstakes. The winning reader will get $5,000 to go on a cross-country road trip this summer.' For more, click here.



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foxyform.com

Content marketing specialists know there is a great return on investments especially when teamed up with a quality telemarketing... Ronen Ben-Dror explores some options. Click here to read.

Native advertising is here to stay, probably. It is a good thing, possibly. So why can't Glen Martin decide whether he likes native or not? Click here to read.

We act as if “native advertising” is something new, so what is it and how should we best use it... an introduction to "native advertising!" Click here to read.

Just how safe is your data? With so much data held by publishers, could it be "hacked?" Elaine Tyson and Roy Beagley asked the people that know, the fulfillment bureaus themselves. Click here to read.

The Interactive Advertising Bureau found that more than a third of web traffic is fraudulent and BPA says only 40% of ads measured are actually viewable, but how much of a problem is this? Click here to read more....

Telemarketers are well aware of the Personal Identifier Question and recent changes in rules regarding the PIQ have caused somewhat of a debate in the industry. Ronen Ben-Dror of Blue Valley Telemarketing takes a look at what gives. Click here to read more....

Customers of telemarketing services often commission work without undertaking even the most elementary checks. What should the informed customer look for when choosing an outbound telemarketing agency? Click here to read,

Publishers need to address the USPS's suggested increase before it is too late. Click here to read,

Social media channels today are playing an interesting role in the future and the publishing world now views social media as a positive exchange with subscribers, so To Tweet or Not to Tweet, That Tis the Question Click here to read more....

How Well Do You Know Your Audience? The more you know, says Ronen Ben-Dror, this could eliminate the battle of qualifying leads. Click here to read more....

When executing a direct mail program, you should give lots of thought to the requirements of merge/purge. This could end up saving you a great deal of money, not forgetting making your life a great deal easier. Karen Tyson explains...

5 Mistakes You Should Avoid When Planning Your Audience Development Efforts by Kinjal Husges. Click here to read more....

To develop a realistic circulation forecast based upon current economic, industry, and company conditions is part of any circulation director's job. Benefit from the accountant's view and read Peter Sangiorgio's 5 Simple Tips to consider when developing a Circulation Budget. Click here for Peter's insight.

Businesses that put their customers front and center will ultimately win and the secret to successfully scaling CRM practices into any large organization is to really understand your markets. Benefit from Pam's years of experience and learn how to segment your file and become a success. Click here for Pam's insight.

Sending out a direct mail campaign requires a good lettershop operation... Karen Tyson explains....

For years the concept of earning and deferring income has confused many, but it is not that difficult. Get the facts behind earned and deferred income from Peter Sangiorgio. Click here to read more....

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Cash flow is probably the most important resource any business has. Benefit from Peter's insight and knowledge. Click here to read this exclusive article.

Circulation can be an asset on a sales call. Peter Lenahan explains what to do, and as importantly not what to do in this exclusive article. Click here!

How to manage a telemarketing campaign and make it work for you. Karen Tyson explains....

While all major publishers maintain marketing databases, it is just as important for small publishers too. Pam would argue it’s more important than ever to maintain a database as a tool for identifying, developing and implementing strategy. Click here!

Getting a direct mail package printed takes advance planning. Karen Tyson has some thoughts and ideas as to how to make this sometimes daunting prospect easier to handle... Karen Tyson explains....

Rebecca Sterner is one of the most respected people in the audience development job function. Now you can benefit from Rebecca's knowledge on Setting Up an Auto Renewal Program. Click here.

Enjoy and benefit from this exclusive article for CircSpot.com written by Peter Lenahan who explains why the circulation staff keep the sales force motivated, and how that benefits all concerned. Click here!

Reader's response: One of most intelligent articles I have ever read on ad sales and the all-important relationship with circulation. Well said. Harry S, Sacramento, Calif - via email.

Free magazines are different from "Controlled" as we all know, but the distinction is becoming less and less relevant to advertisers. Click here!

Evaluating how a campaign is working while agents are in the process of communicating with current or potential clients, live monitoring is an essential tool. Can companies afford to waste all those efforts on a careless approach to monitoring the campaign? Of course not. Click here to read more....

An accurate call list is an extremely important aspect in waging a successful telemarketing campaign. Scrubbing the list is the responsibility of the publishing company and the telemarketing agency. Click here to read more....
 

Virtually all marketing campaigns are most successful when they employ a multi-channel approach to a targeted audience... even in the "all-digital" world. Click here to read more....

On October 16th last year, a new regulation from the FCC went into effect. Ronen Ben-Dror asks how does the FCC rule affect you in the B2B environment? Click here to read more....

 
     
LES, POVS AND COMMENTARIES.
PROMOTIONS WE HAVE RECEIVED - AND WHY THEY ARE GOOD (OR BAD?)

 

WWD does good email subscription promotions.  This one is hard to resist.  It’s got a good subject line – “URGENT:  Prices Going up in July.  Lock in Lower Rate Today”.  The email subject line is just like envelope teaser copy – it has to pull prospects into the promotion and this one accomplishes the mission.

The copy and design is clean, colorful and loaded with benefits – the biggest of course is “Beat the prince increase!  Last chance for Current Rate”.

And, if you order with this offer, you can also save 20% on the 6 month online access price and pay only $59.  It looks as if this might actually be a last chance.  And, it’s always good to think a last chance offer might actually be a last chance for something.  This offer was overused in mail efforts – but you don’t see it as often in email. The offer is used to good effect here.

There’s a prominent Subscribe button to make ordering easy.  Following that is a picture of the web site and arrows that call out the features of the site.  Clearly, WWD offers a lot for the money.  And as subscription promotions are all about the offer, this is a winner. To see a larger version of the offer, click here.

This TV Guide gift effort is colorful and loaded with smart ideas – a two for one offer, special donor renewal price, holiday gift cards, multiple premiums and a reply-by date to move prospects along.

This is a very good email offer for a subscription to the print edition of WWD.  There is a lot to recommend the creative.  First, the email looks the way you expect WWD to look – smart, elegant and intriguing.

Second, the copy is filled with proven direct marketing technique.  The headline says “Summer Special for Industry Insiders” and that’s an appeal to the recipient’s ego.  It’s very flattering to be considered an industry insider and to be recognized as such by an industry leader such as WWD is even more appealing.  If done correctly, flattering prospects is a smart move.

There is a very strong subscription offer being made and the email leads with that offer – a 34% price saving on a six month subscription.  Offers drive promotions and it’s important as a marketer to remember that fact. 

You can’t miss the call to action – a GET IT NOW button to order coupled with a prominent respond by date.  This technique generally moves prospects along to order as it creates a fear of missing out.  Direct marketers have used reply by dates for years and years in mailed offers.

There are also benefits offered in addition to the special subscription price – more content, a new, bolder look and “extras” such as daily email of top stories and three issues of Beauty Inc.

This email offer uses smart direct marketing technique developed through many years of print campaign testing and marries it to the immediacy of email.  It’s difficult to ask for more.

We recently received an interesting direct mail package offering a subscription to House Beautiful magazine.  It’s interesting for a number of reasons. Click on the picture below for more details.
The New York Times wants me back - nice. An outer envelope that perforates on the right, left and top which then revels a single order form and a postage paid reply envelope (not shown.) It is an interesting offer '50% off for 16 weeks' - the 50% off I understand, but the 16 weeks has me a tad confused... more than a quarter, less than a half and not quite a third. If it was intended to get me thinking, it did.

I can get all the digital elements my little heart desires and access to nytimes.com. Ordering is made easy, I can phone, go online even use the USPS and try and reduce their losses.

Sadly, the reason I canceled my subscription weighs heavier on my mind as does the all-singing, all dancing offer I received, so for the moment NYT - thanks, but no thanks. To enlarge the image on the left, click on the image.
We recently received the regular offer from Opera News and this offer, like our old nanny Mary Poppins is practically perfect in every way. '3 Risk-Free Issues' always a vote grabber, a free gift offer of a CD, an involvement device, savings of 68%, and a reply by instruction. We may have died and gone to heaven!

Inside, or the reverse depending on your point of view, 'Free' is mentioned not once, nor twice but four times in as many paragraphs and an excellent re-stating of what we are going to get, or not if we don't reply in ten days. The Free issues are even restated on the reply card. Whoever wrote and designed this should be sent a bag of onions, because they sure as hell know them. It looks good, does all the right things and Opera News mail it regularly, so we can conclude that it works for them. (Click here or on the thumbnail to view larger image.


We received our monthly renewal offer from TV Guide this week, and it does all the right things and looks good, and makes ordering very simple. As with many publications the actual renewal date is not mentioned, something which annoys me as a subscriber, but pleases me as a marketer - can you tell I am a Gemini? IF you click on the image above, you can see what happens at the ordering stage, although this is made as simple as possible. Interestingly, for an online order form, and a renewal form at that, TV Guide offers a Bill Me option.
Here's a good offer from Oracle Magazine for a qualified controlled publication. It has good benefits copy and makes requesting Oracle Magazine easy with a couple of "Subscribe Now" buttons.  There is interesting PS copy offering a new publication for those who might be interested in Java Magazine as well as Oracle. The design is clean, uncluttered and attractive. To view the offer, click here. Not sure why the publisher is only offering six free issues, but given the quality of the promotion there must be a very good reason.

Here is the latest offering from People magazine. Nice personalized outer envelope, and a simple and concise brochure showing good covers and copy that sells the subscription. To order, it's old school, snail mail - no mention of ordering via the web anywhere. Nice package and well done to People for knowing that direct mail via the post office is still a good way to get orders.

Click on the image to see large versions.
people
Here’s what appears to be an advance renewal offer from Vegetarian Times.  It’s a renewal sweeps – smart idea because the original sub order was placed through PCH.  We’re assuming it’s an advance renewal as only one copy of the subscription has been received thus far.  The offer is a strong one –a 78% saving on the renewal plus a chance to win $25,000 (along with other prizes).  Package includes clever “sweeps” techniques on the outer envelope, an offer deadline and small flyer detailing prizes.  Good job, Vegetarian Times!

Click on the image to see large versions.
people
We received this double postcard from GQ magazine. The card looks great, has a nice cover and a nice free gift, but also has a rather confusing offer. '24 issues of GQ for only $20.00 - that's 83c (plus 17 cents shipping and handling) per issue; in other words $24.00 then. If you add 83 cents to 17 cents, you get $1.00 which if you then multiply by 24 issues you get $24.00. Click on the image to see large versions.
people
When my subscription of 'The Week' arrived last week, inside the envelope was an offer for 12 issues of 'The Oldie' magazine. As far as I am aware these magazines are independent of each other, but have a great deal in common.

This is a nice way of promoting a magazine that is probably already known to readers of another magazine and would be fairly cheap to produce and execute. Nice offer. Click on the image for a larger view of the outside and inside.
people
Always nice to get something from 'The Economist' as they always do things so well.

A free copy of 'The World in 2013' is a nice incentive for the readers among us, and a free tablet cover for the tecchies to boot - which also indirectly pushes the digital version.

The predominant red is great as it screamed "ECONOMIST" as soon as I opened my email. Oh and 69c a copy, they got me! [Click here or on image for large version].
people
'People' really knows how to use it's house file. Good offer, nice creative and use of personalization.

The offer is strong and the order form is pre-populated - what's not to love?
people
(Click on the image to see larger size and also the order form page.

This is an interesting offer. On the one hand it pushes newsstand sales, you can save $1.00 if you print out the coupon. However if you clicked on the Save $1.00 link you can also subscribe and get eight issues free.

An offer is an offer,
even though this offer
is not publishing related,
it has ignored basic
promotion rule 1-0-1:
Know Thy Prospect!

I AM NOT A
MEDICARE RECIPIENT!


To view larger size, click on the above image.

A recent offer from People magazine. It looks simple but a great deal of thought has gone into this offer, not least the cover featured on the tablets.


To view larger size, click on the above image.
Let's state it up front - we know the email at the end of the link is spam. Even so, it is a great example of why some design is a good thing in email promotions - even text only promotions. We cannot believe anyone who got this email would even have got so far a clicking a link! Click here to see the email, which is a screen shot taken from our computer.

Rebecca Sterner wrote on CircSpot on how to set up an autorenewal. It just so happens that today we received our auto renewal for Time. In all honesty we had not planned to renew it, but it is done, and although we could cancel it, $81.00 for 56 issues is not worth the hassle of canceling, so we guess the auto renewal worked... at least in our case.


To view larger size, click on the above image.
A CircSpot.com reader looked for something on the Times of London web site, and this popped up while the page they wanted to view was loading. He liked it, took a picture, and sent it to us - thanks Glyn C-R of Buckinghamshire.

To view larger size, click on the above image.

A CircSpot.com reader subscribed to Fast Company and paid $10.00 for a subscription. After placing the order, they received an email offering a $5.00 credit if she can get another person to subscribe in the next 6 hours. This seemed like a very clever idea to the the person who sent us the information - and we agree.

To view larger size, click on the above image.

Here's a nice promotion from The Nation.  It's quick to read, offers an invitation to receive exclusive free offers - it's a flattering offer and comes from a credible publication.

It ultimately leads you to a subscription landing page offering 4 free issues (very strong offer) plus attractive subscription prices and a choice of format - print or online access.
The promotion is clean and uncluttered with enough enticing benefits to attract readership.



Click on the image above for a larger version.