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

July 14th 2017

is the 195th day of the year and there are 170 days remaining until the end of the year. 8

 


TODAY'S NEWS HEADLINES:

Donald Trump hailed "stronger than ever" links with France as he attended a Bastille Day parade in Paris amid heightened security. Donald Trump has been filmed remarking to the French President that his wife is in "such good physical shape".

Two Israeli police officers have been killed and another injured after three gunmen opened fire just outside the Old City of Jerusalem.
A 20-year-old man has confessed to murdering four men, who were missing for days, before burning and burying their bodies at his family's farm.

Salvador Dali's body will be exhumed on 20 July to allow DNA tests following a paternity claim, a judge in Catalonia has said.

Russia will next week take a decision about if and how it will retaliate against the United States over the seizure of its diplomatic compounds on U.S. soil. Reality star Kim Kardashian has shot down speculation that she is using cocaine. Some say these rumors are not to be sniffed at, but in all honesty who really cares - it is after all Kim Kardashian!

The United Nations called on Venezuela's government to let people take part in an unofficial referendum on the constitution on Sunday and make sure security forces do not use excessive force against protesters.

Grandparents and other relatives of people living in the US cannot be barred from entering under President Trump's travel ban, a judge has ruled.

Zimbabwe's state-owned airline has laid off 200 workers, roughly half of its staff, with immediate effect. Last month the EU banned it from using its airspace, citing safety concerns. There have been major changes at the national airline since President Robert Mugabe's son-in-law took over as chief operating officer last year.

Nigeria's parliament is investigating reports that 97 fishermen have been killed in the Bakassi peninsula, which the country ceded to Cameroon.

The Emmy nominations have been announced.

EasyJet is creating a new airline so it can continue flying in the European Union after Brexit.


BORN TODAY:

1448 – Philip, Elector Palatine (d. 1508)
1515 – Philip I, Duke of Pomerania (d. 1560)
1755 – Michel de Beaupuy, French general (d. 1796)
1874 – Abbas II of Egypt (d. 1944)
1898 – Happy Chandler, American lawyer and politician,
49th Governor of Kentucky (d. 1991)
1906 – William H. Tunner, American general (d. 1983)
1907 – Chico Landi, Brazilian race car driver (d. 1989)
1921 – Leon Garfield, English author (d. 1996)
1928 – Nancy Olson, American actress
1930 – Polly Bergen, American actress and singer (d. 2014)
1940 – Susan Howatch, English author and academic
1960 – Anna Bligh, Australian politician, 37th Premier of Queensland
1961 – Jackie Earle Haley, American actor
1975 – Tim Hudson, American baseball player
1977 – Victoria, Crown Princess of Sweden
1984 – Nilmar, Brazilian footballer
1987 – Ryan Sweeting, Bahamian-American tennis player

DIED TODAY:
2001 – Guy de Lussigny, French painter (b. 1929)
1991 - Constance Stokes, Australian painter (b. 1906)
1881 – Billy the Kid, American criminal (b. 1859)
1223 – Philip II, king of France (b. 1165)

TODAY IN HISTORY:

1223 – Louis VIII becomes King of France upon the death of his father, Philip II.

1789 – French Revolution: Citizens of Paris storm the Bastille.

1865 – First ascent of the Matterhorn by Edward Whymper and party, four of whom die on the descent.

1881 – Billy the Kid is shot and killed by Pat Garrett outside Fort Sumner.

1900 – Armies of the Eight-Nation Alliance capture Tientsin during the Boxer Rebellion.

1950 – Korean War: North Korean troops initiate the Battle of Taejon.

1960 – Jane Goodall arrives at the Gombe Stream Reserve in present-day Tanzania to begin her famous study of chimpanzees in the wild.

1969 – The United States $500, $1000, $5000, and $10,000 bills are withdrawn from circulation.

1976 – Capital punishment is abolished in Canada.

2002 – French President Jacques Chirac escapes an assassination attempt unscathed during Bastille Day celebrations.

2015 – NASA's New Horizons probe performs the first flyby of Pluto, and thus completes the initial survey of the Solar System.

2016 – A terrorist vehicular attack in Nice, France kills 86 civilians and injures over 400 others.
AND ANOTHER THING!
The president just wants to be loved.
Click here to read.

For previous 'And Another Thing' articles, click here.

LATEST STRAIGHT TALK
The Myths of Circulation.
Click here to read.

For previous 'Straight Talk' articles, click here.
CircSpot.com publishes cartoons from time to time; to check out some of the best, click here.

Day 195 of 365: Republic Day (Iraq); Bastille Day (France and French dependencies); Hondurans' Day (Honduras).

Day 194 of 365: The last day of Naadam (Mongolia); Statehood Day (Montenegro).
LIFESTYLE MAGAZINE CLOSED.
'Bmag, has ceased producing both a print an an online product' says Zoe Samios at mumbrella.com.au. The magazine is a local magazine in the Brisbane market in Australia but the good news is 'no jobs will be lost as a result of the closure, and the brand will maintain a social media presence through Facebook and Instagram.' For more, click here.
CENTAUR MEDIA'S HOME DIVISION TO BE ACQUIRED.
'Future has acquired Centaur Media's home interest division for £32,000,000' says ppa.co.uk with 'CEO Zillah Byng Thorne [saying] the move would significantly add to Future's scale and momentum, while further diversifying its revenue streams.'

The deal is not quite done yet as the Centaur Media's shareholders have the final approval on the sale. The deal 'comprises seven exhibitions as well as print and digital assets' including 'Homebuilding & Renovating, Period Living, and Real Homes.' For more, click here.
CRAIN COMMUNICATIONS ACQUIRED BY...ER... CRAIN?
'Crain Communications... has changed its ownership structure' reports Dustin Walsh at adage.com, one of the brands owned by Crain.

Current president Rance Crain seems to have sold his stake in the company to a company called Crain Communications, which given the name you will not be surprised to learn is owned by Keith Crain.

Mr. Crain's wife, Keith not Rance, also has ownership of Crain Communications along with their offspring, also called, of course - Crain!

This says Mr. Walsh gives 'Chairman Keith Crain, along with his wife, sons and daughter, full control of the Detroit-based publishing company. To see the effect this has on more people named Crain, click here.

Day 192 of 365: World Population Day (International); Gospel Day (Kiribati); Eleventh Night (Northern Ireland).
BYE-BYE NORM.
Last year Norman Pearlstine ceased his role as Time Inc.'s chief content officer, and now a year later he is ceasing to work for Time Inc. at all as he is retiring. He has been at the company for fourteen years although not all at once.

The first stint was 'as Time Inc. editor in chief from 1995 to 2005' says Corinne Grinapol at adweek.com and then he came back in 2013 as chief content officer. For more, click here.

CHANGES ARE COMING...
... and Condé Nast is the destination says Alexandra Steigrad at wwd.com. She notes there has already been a 'fairly sizable reorganization at the hands of Jim Norton, the new chief business officer and president of revenue' but there may well be more to come.

Could one of those changes be Mr. Norton himself? 'There is said to be growing frustration around Norton' says Ms. Steigrad presumably quoting some sources at Condé Nast who wish to remain anonymous. 'Sources told WWD that Norton’s knowledge of the business... is lacking' however since it is Mr. Norton handling the "reorganization" it seems highly unlikely he would do himself out of a job. For more, click here.

Closing the Gap:

How Magazine
Media is
Solving for
Print Losses

Media Companies’
New Master:


Amazon.


Day 191 of 365:
NEW EDITOR AT AUSSIE OK!
Her name is Lucy Walker and she is no stranger to the magazine as she is currently the magazine's deputy editor. Says Zoe Samios at mumbrella.com.au 'Walker’s promotion comes four years after her appointment as deputy editor for OK! and is effective immediately.'

The change at the top comes after 'Bauer Media announced [Nicole] Byers as the incoming editor-in-chief of AWW [Australian Women’s Weekly] following the departure of Kim Doherty after little more than a year in the role' scribes Ms. Samios. For more, click here.
NEW OWNER FOR MONEYWEEK.
'Dennis Publishing, has bought financial magazine MoneyWeek' says Dominic Ponsford at pressgazette.co.uk. The magazine was actually founded by 'The Week creator, Jolyon Connell and editor-in-chief Merryn Somerset Webb' says Mr. Ponsford and was launched back in 2000.

Naturally everyone at Dennis Publishing is thrilled with 'Dennis chief executive James Tye said: “MoneyWeek is a perfect addition to the growing Dennis Current Affairs portfolio' and notes Mr. Ponsford 'Somerset Webb and editor John Stepek, will continue to edit the title under Dennis' although the staff will move into Dennis's new central London offices in the next few weeks. For more of Mr. Ponsford's report, click here.

MOLLIE MAKES TO LAUNCH IN ITALY.
'Immediate Media has launched craft magazine Mollie Makes in Italy' reports ppa.co.uk. The magazine will be published bi-monthly from October and will be in Italian. Notes PPA 'this is the fifth international license for Mollie Makes, which also has editions in Netherlands and France.' For more, click here.
RODALE'S BIDDERS.
Rodale may be sold before the summer ends because it is already getting 'interest from a handful of publishers' says Alexandra Steigrad at wwd.com.

Common sense would tell you that America Media, Hearst and Meredith would all have an interest in the company 'even though it has yet to put its “book” out' Ms. Steigrad's sources said and notes Ms. Steigrad other sources said 'Rodale will release its book within the next two weeks.'

As the saying goes - stay tuned - this could get to be very interesting indeed. For more of Ms. Steigrad's report, click here.
FACEBOOK, THE SUB AGENT?
'Facebook is moving ahead on plans to let people subscribe to publications through Instant Articles' says Lucia Moses at digiday.com but notes that at present it is not a done deal.

'The current thinking' says Ms. Moses 'is that it will support publications with metered paywalls and freemium models.' There is more and frankly in our opinion publishers should be concerned but notes Ms. Moses 'Facebook seems to have made... concessions to publishers.' 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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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.