Wiley-Blackwell had a conundrum. It had a well respected title, appreciated by its audience, but with a readership in slow but seemingly irreversible decline. The solution they came up with had nothing to do with cutting edge technologies or new mark
In September 2007, the PPA organised a number of initiatives to promote the magazine industry, under the banner Magazine Week. An important part of this was a series of events run in Guildford called Magazine Town. Jim Bilton, who project managed the
When it comes to analysing costs, are you a ‘big pot’ kind of person? Chucking everything in, and then working from a single total cost figure, is a superficially attractive approach, but it does mean that you have little idea of, and therefore littl
The outsourcing of circulation processes usually involves the transfer of personal data – sometimes offshore. Rosemary Smith looks at the data protection issues raised and the contractual safeguards publishers need to adopt when outsourcing circulati
Is there such a thing as unwanted revenue? Uncontrolled chasing of one dimensional revenue targets risks rising costs and falling profits. The solution, says Michael Smith, lies in concentrating your resources where they will make the most difference
The September 2007 advertising campaign from the Economist was a new take on their classic red and white treatment. Here, the Economist’s UK publisher, Olly Comyn, explains the thinking behind the campaign.
To work successfully with retailers, it really does help if you can speak the language. Couching your objectives in terms that they can relate to and being able to precisely quantify how they will benefit by listing your title are prerequisites for s
Apparently 70% of magazine purchase decisions at retail are made in the shop! With such a high degree of impulse involved, it puts a lot of pressure on publishers to be creative with their point of sale promotions. Richard Howard looks at what we can
DD usage is now widespread in the publishing sector, but are publishers maximising its potential? Some publishers are introducing DD schemes without the necessary planning, with the result that DD is not always being used as imaginatively or profitab
Karlene Lukovitz asks, are US consumer magazines heading into a serious shake-out period? An uptrend in shut-downs, including high-profile titles, has generated some speculation along these lines.
This may come as a bit of a shock, but publishers can learn something from the direct marketing techniques used in other industries! Hard to imagine, I know. What is particularly interesting, says Debbie Stenning, is to look at the relative importanc
Precisely how copies are allocated to retailers has been the source of animated discussion over the years. Who should decide? The retailers whose shelves the copies sit on, or the publishers who print them in the first place? Stefan Wojciechowski loo
Us publishers, we’re different aren’t we? Special, unpredictable. Retailers don’t really understand us, but that’s ok, because we bring in the footfall – right? And, because we’re so unique, there’s not much we can learn from other more - how shall I
Take up of retailer loyalty cards has increased significantly over the last ten years. Tesco Clubcard offers publishers a range of opportunities to target customers and grow sales through stores, and increasingly, online. David Stam examines the pros
There are lots of things you need to consider before embarking on a relaunch. For a start, is it really necessary? Are the changes you have in mind cosmetic or the full monty? And, critically, what will be the financial return? Kevin O’Donnell takes
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