Canine capers
FEATURE

Canine capers

Over the past decade, most publishers have struggled to create a coherent web strategy to complement their print products. Online publisher K9 Media was faced with the opposite problem – how to create a successful print brand to complement its thrivi

By James Evelegh  |  01/05/2005

Is publishing caught up in the permission quagmire?
FEATURE

Is publishing caught up in the permission quagmire?

Rosemary Smith, director of data protection consultancy Opt-4, uses recent research to challenge publishers about permissioning and assesses the impact of increasing opt-out on the magazine business.

By Rosemary Smith  |  01/05/2005

How to double your marketing budget…
FEATURE

How to double your marketing budget…

All publishers have access to the data with which to create and track key performance indicators (KPIs). Some don’t bother; some pay lip-service to analysis but don’t invest in the data manipulation skills required to present them properly. Some, lik

By Jess Burney  |  01/05/2005

The Time Out guide to … subs
FEATURE

The Time Out guide to … subs

Consumer publishers have, for many years, paid lip service to the need to develop subs. Now, faced with increasing pressures at the newsstand, some are regretting not taking action earlier. One title which did act is Time Out and it has enjoyed aston

By Polly Knewstub  |  01/05/2005

A road map for consumer publishing
FEATURE

A road map for consumer publishing

What direction is your magazine headed and is that direction influenced by an informed understanding of its readership? Only by building a complete picture of your readership can your title hope to evolve in sync with its audience, thereby maintainin

By Matthew Bayfield  |  01/05/2005

Choosing and getting the most from a distributor
FEATURE

Choosing and getting the most from a distributor

Distributors are central to the success, or otherwise, of your title on the newsstand so it is important to select the right one. Peter Johns provides some tips on what to look out for and points out that, whoever you chose, the relationship will onl

By Peter Johns  |  01/05/2005

Adding value through brand licensing
FEATURE

Adding value through brand licensing

If your magazine has strong brand values, then its readers will probably be open to purchasing other products associated with that brand. This can provide incremental revenues, extra publicity for the brand and extra leverage into retail. But tread c

By Andrew Horton  |  01/05/2005

Niche & specialist
FEATURE

Niche & specialist

Whereas the traditional newstrade is full to bursting, the N&S route has huge growth potential. Many publishers have shied away from it in the past, unsure of the precise business model and put off by its perceived complexities. James Evelegh talks t

By James Evelegh  |  01/05/2005

Magazine licensing: a beginner’s guide
FEATURE

Magazine licensing: a beginner’s guide

Licensing (with all the associated production costs) used to be a game only the big publishers could play. The digital revolution has now opened up the field and smaller scale titles are beginning to cash in. Here, Bruce Sawford, provides a checklist

By Bruce Sawford  |  01/03/2005

B2B renewals health check - how do you measure up?
FEATURE

B2B renewals health check - how do you measure up?

Every subscription publisher knows that their business is based on renewals. Why then do so many practitioners neglect this vital dimension of their business model? Simply put, it's human nature. Here, Chris Gregory lists nineteen different aspects o

By Chris Gregory  |  01/03/2005

Newsstand: if you can’t beat it, hone it
FEATURE

Newsstand: if you can’t beat it, hone it

Faced with a long term decline in newsstand sales and increasing signs of consumer resistance to price increases, what are US publishers doing to make money? Some are successfully looking at the area of supply management to reduce costs, whilst maint

By Karlene Lukovitz  |  01/03/2005

International fulfilment
FEATURE

International fulfilment

Publishers’ approach to international fulfilment has made great strides in the past decade and they are demanding more and more from their suppliers. Quadrant Subscription Services (QSS) handles the fulfilment for many prominent domestic publishers a

By James Evelegh  |  01/03/2005

What Sigmund Freud and the Bible taught me about copywriting
FEATURE

What Sigmund Freud and the Bible taught me about copywriting

Asked to define advertising, John E Kennedy, a Canadian policeman-turned copywriter, said it was “salesmanship in print”. It’s a phrase that, Andy Maslen believes, points the way to above-average subs copy. Here, he provides a few pointers on the psy

By Andy Maslen  |  01/03/2005

If at first you don’t succeed …
FEATURE

If at first you don’t succeed …

No one could accuse Barbara Cardy of not trying again. Even the realisation that consumers of porn prefer pictures to words has not dampened her enthusiasm. In the last of her series, will Barbara strike gold?

By Barbara Cardy  |  01/03/2005

High flyers
FEATURE

High flyers

An awareness of what’s gone before makes for better planning and decision making. In direct marketing this is achieved through a culture of testing and documentation. James Evelegh talks to Natmag’s Karen Louth about her knowledge based approach to m

By James Evelegh  |  01/03/2005

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