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

Aug 23rd 2016

is the 236 day of the year and there are 130 days remaining until the end of the year.

 

TODAY'S NEWS HEADLINES:
Musicians who play wind instruments are being warned to clean their equipment thoroughly, following the death of a bagpipe player.

Turkey has bombarded Islamic State in northern Syria for a second day after its foreign minister promised to "cleanse" the border.

Russia has lost its appeal against a ban from next month's Rio Paralympics because of a state-sponsored doping programme, the Court of Arbitration for Sport (CAS) said on Tuesday.

Vice President Joe Biden assured Baltic countries on Tuesday the United States would respect NATO's pledge to protect them and said comments to the contrary by Republican presidential nominee Donald Trump should not be taken seriously.

Toots Thielemans, the Belgian jazz harmonica and guitar player who worked with many of the postwar greats, died on Monday aged 94, his agency said.

The Nigerian air force has claimed to have killed at least three senior commanders of Boko Haram in a series of airstrikes.

Four firms have announced they are ending their sponsorship of US swimmer Ryan Lochte.

France and Germany said they want to compel operators of mobile messaging services to allow access to encrypted content to aid terrorism investigations, joining forces after a series of deadly attacks in both countries.

Lindsay Lohan reportedly wants a meeting with Russian President Vladimir Putin in exchange for appearing on a Russian talk show.

North Korea has threatened to turn South Korea and the US into "a heap of ashes through a Korean-style pre-emptive nuclear strike".

BORN TODAY:
1754 – Louis XVI of France (d. 1793)
1836 – Marie Henriette of Austria (d. 1902)
1843 – William Southam, Canadian publisher (d. 1932)
1852 – Arnold Toynbee, English economist and historian (d. 1883)
1900 – Malvina Reynolds, American
singer-songwriter and activist (d. 1978)
1911 – Birger Ruud, Norwegian ski-jumper (d. 1998)
1921 – Sam Cook, English cricketer and umpire (d. 1996)
1929 – Vera Miles, American model and actress, Miss Kansas 1948
1932 – Mark Russell, American comedian, singer, and pianist
1940 – Richard Sanders, American actor and screenwriter
1942 – Letta Mbulu, South African-American singer and actress
1949 – Geoff Capes, British shot putter and strongman
1949 – Vicky Leandros, Greek singer and politician
1949 – Shelley Long, American actress
1964 – Wendy Pepper, American fashion designer
1968 – Laura Claycomb, American soprano
1970 – River Phoenix, American actor (d. 1993)
1975 – Eliza Carthy, English singer-songwriter
and fiddler (Blue Murder)
1986 – Brett Morris, Australian rugby league player
1986 – Josh Morris, Australian rugby league player

DIED TODAY:
2014 – Annefleur Kalvenhaar, Dutch cyclist (b. 1994)
2001 – Kathleen Freeman, American actress (b. 1919)
1987 – Didier Pironi, French race car driver (b. 1952)
1387 – Olaf II of Denmark (b. 1370)
1329 – Frederick IV, Duke of Lorraine (b. 1282)
1305 – William Wallace, Scottish commander (b. 1272)

TODAY IN HISTORY:
79 – Mount Vesuvius begins stirring, on the feast day of Vulcan, the Roman god of fire.

634 – Abu Bakr dies at Medina and is succeeded by Umar I who becomes the second caliph of the Rashidun Caliphate.

1305 – Sir William Wallace is executed for high treason at Smithfield in London.

1541 – French explorer Jacques Cartier lands near Quebec City in his third voyage to Canada.

1614 – The University of Groningen is established in the Dutch Republic.

1775 – American Revolutionary War: King George III delivers his Proclamation of Rebellion to the Court of St James's stating that the American colonies have proceeded to a state of open and avowed rebellion.

1831 – Nat Turner's slave rebellion is suppressed.

1839 – The United Kingdom captures Hong Kong as a base as it prepares for war with Qing China. The ensuing 3-year conflict will later be known as the First Opium War.

1873 – Albert Bridge in Chelsea, London opens.

1942 – World War II: Beginning of the Battle of Stalingrad.

1943 – World War II: Kharkiv is liberated as a result of the Battle of Kursk.

1944 – World War II: Marseille is liberated by the Allies.

1966 – Lunar Orbiter 1 takes the first photograph of Earth from orbit around the Moon.

1990 – Saddam Hussein appears on Iraqi state television with a number of Western "guests" (actually hostages) to try to prevent the Gulf War.

2012 – A hot-air balloon crashes near the Slovenian capital of Ljubljana, killing six people and injuring 28 others.

2013 – A riot at the Palmasola prison complex in Santa Cruz, Bolivia, kills 31 people.

LATEST STRAIGHT TALK
The Good Old Days.
Click here to read.

For previous 'Straight Talk' articles, click here.

Day 236 of 366:
TAN IS OUT...
It seems like only yesterday we were reporting the arrival if Michelle Tan at Seventeen to take up the editor-in-chief's job... and now she is out.

Actually it was two years ago would you believe and according to wwd.com sources says that 'Tan was notified that she would no longer be needed at Seventeen while on maternity leave.' So far no replacement has been forthcoming, for more, click here.

...AND THEY ARE SHAKING THINGS UP AT ARCHITECTURAL DIGEST.
The chief shaker seems to be new editor-in-chief Amy Astley whose first full issue is now on the newsstands. Ms. Astley spoke to Emma Bazilian at adweek.com about that first issue, for that click here.
How
Trinity Mirror
raised its programmatic
ad yields by
40%.


Day 235 of 366: Flag Day (Russia)
YET MORE STAFF CUTS AT TIME INC...
Is it just us, or does the story "more staff cuts at Time Inc." seem to be a regular monthly feature now? 'America’s largest magazine publisher is laying off a few dozen editorial employees' reports Joe Pompeo at politico.com and the reason for doing this says Richard Horgan at adweek.com is 'yet another attempt to right the ship' that is lead by Captain Joe Ripp. This would be the same ship whose share price has sunk from $16.46 to $14.41 in the past month's sailing.


...BUT GAWKER STAFF SEEM HAPPY ENOUGH...
'Univision executive Isaac Lee was in New York on Friday to address employees at Gawker Media' reports politico.com and from reading Peter Sterne's report, the meeting seemed to go reasonably well. Nick Denton, the former owner 'asked Lee a softball question about whether Univision would maintain the Gawker sites' independent and free-spirited ethos. Lee said that it would.'

The previous evening members of Gawker past and present gathered at a local hostelry and 'over frozen margaritas and beers, Gawker employees lamented the loss of Gawker.com and Denton' writes Mr. Sterne. One of the members of staff said 'Denton is to Gawker as the Pope is to the Catholic Church' - presumably without the law suits. For more, click here.

Talking of Gawker... you might like to get Rick Paulas's view of Gawker, especially as viewed by the New York Times. For that, click here.
...AND ANDREW DOUGLAS SEEMS HAPPY, NOT SO SURE HE SHOULD BE THOUGH.

'Frank magazine’s managing editor Andrew Douglas, has been accused of breaching a publication ban' reports Masthead.

It seems Mr. Douglas reported some information that 'happened to be included in a publication ban imposed during the preliminary hearing for the trial—which he says he did not attend.


However says Grant Buckler at j-source.ca 'if Andrew Douglas is worried about being charged with breaching a publication ban, he’s not showing it' - and for that part of the story, click here.

GEROGE CURRY HAS DIED.
'George Curry, a reporter who advocated for black Americans and headed Emerge magazine, died on Saturday' reports Reuven Blau at the New York Daily News, Mr. Curry was 69 years old. You may remember, (we certainly do) at Emerge magazine he 'famously ran a photo of Supreme Court Justice Clarence Thomas wearing an Aunt Jemima knot on his head and as a lawn jockey for hardcore conservatives. Curry said the provocative covers “were effective because in the minds of many Blacks disgusted with Thomas’ voting record, that’s exactly what he is. And we had the temerity to say it.” For more on Mr. Curry's life and legacy, click here.

AND ANOTHER THING!


The Olympics.
Click here to read.





For previous 'And Another Thing' articles, click here.
LATEST STRAIGHT TALK



The Good Old Days.
Click here to read.







For previous 'Straight Talk' articles, click here.

To be added to the weekly alert, complete the form below. Or click here to send an email.
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....

To be added to the weekly alert,
complete the form below. Or click here to send an email.
foxyform.com

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.