Why are so many subscription ads lacklustre? How is it that, when publishers spend so much time promoting the efficacy of ‘advertising’, their own creations look so rushed and uninspired? Peter Hobday ponders this and gives his dos and don’ts of subs
A third of total newstrade sales is through the independents, but does publisher marketing activity reflect that fact? Peter Wagg thinks not, although there are some encouraging signs of change. He argues that a more indie focussed strategy, coupled
Winning the right to hold the 2012 Olympics was a cause of much celebration in London on 6th July – and despair in Paris. What impact, if any, will hosting the games have on the publishing industry? Chris Collins looks into the future to predict the
The web represents an alternative route to market – be it via digital editions or other forms of online content provision. However the print / online relationship is symbiotic with the primary source of subscription orders for many print titles now b
In the US, a day doesn’t go by without the appearance of multiple news items relating to publishing companies racing to become “media-neutral” in response to the internet’s formidable competition for time and dollars. Karlene Lukovitz takes up the st
Barely a stone’s through away, and with a population of over 60m, the French market has lots to tempt UK publishers, though the small matter of language and a vibrant domestic publishing sector don’t help. COMAG’s Graeme King gives an overview of the
The advent of internet research tools – often free – has seen an explosion in use as publishers, editors and marketers all aim to increase understanding of their readers. Anthony Ray, a member of the Market Research Society, offers a few thoughts on
Despite their importance, many publishers adopt a mechanistic, almost minimalist, approach to renewals. Readers are informed of the impending expiry but little effort is made to resell the magazine. Anne Kottler shows how the new trend in branded ren
Seismic shifts are occurring in the supply chain and the main players – publishers, distributors, wholesalers and retailers – are all struggling to make sense of the changing equilibrium. When the dust settles who will be on top? Deloitte’s Terri Lin
Gone are the days when the “average net circulation” was the be all and end all of ABC reporting. Intelligent media buyers are now spending as much time analysing the numbers behind the headlines as they are on the top line figures themselves. Lucy B
As a key driver of newsstand sales, the front cover will be subject to much scrutiny, both before and after on-sale date. Peter Genower looks at what makes for good – and bad – covers.
One of the most notable features of the best database installations is that many of the key benefits emerging over time are not those planned at the outset. The Economist’s Simone Wieser talks us through her experiences.
With the UK supply chain teetering on the edge of mould-breaking upheaval, the BPA’s Karlene Lukovitz looks at what happened in the States when their distribution system was turned upside down in the mid-90s.
Creating a successful strategy relies on setting the right objectives and utilising the best mix of media, list and offer. With the emergence of on-line techniques, the opportunities open to subscription marketers have grown substantially. On one lev
Nicking ideas is ok – we all do it. But too often, perhaps as a result of skill shortages, under-resourced subs departments or insufficient testing budgets, it is done uncritically, without any assessment being made as to its suitability for differen
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