In today’s more environmentally aware world, waste is a hot topic. Furthermore, now is not a good time, for any industry, to be producing more waste not less. Unless we clean up our act, says Jim Bilton, it is only a matter of time before government
Year 1 is not a terribly profitable time for most subscriptions, and that is why years 2 and beyond are so important. Publishers need to have systems in place to intelligently forecast the profitability of a subscription over its full lifetime. Beatr
Shop saves are not new, but, crucially, how many shoppers know about them? And if more did, would magazine sales go up? In 2004, COMAG launched the Just Ask! initiative to raise awareness of shop save schemes. The initiative won an ACE award and was
Launches are the lifeblood of the industry. Aren’t they? In a crowded media environment, a successful launch is harder to pull off than ever before. David Hepworth looks at recent launch activity and what it tells us about the challenges faced by mag
How often do you test? Never? Once in a blue moon? All the time? The right answer is the latter, but for too many publishers, testing is something they never quite get round to doing. Which is a shame, because it will be costing them money…
Whilst most supplier categories are fiercely competitive when it comes to winning publisher business – just think of printers – that has not traditionally been the case with distribution. But that is now beginning to change. In the second of his arti
Despite our obsession with all things online, we are continuing to allocate sizable chunks of our marketing budgets to telemarketing; a supplier category that is changing fast. Suppliers are broadening their offering and the arrival of new offshore s
Should you consider the Australasian magazine market as a potential export opportunity? Patrick Horton, circulation director of Emap Australia, shares his insights into selling magazines in the second largest export market for UK publishers.
US consumer magazine publishers are continuing to struggle, says Karlene Lukovitz, with lingering advertiser mistrust resulting from past instances of misreporting nonpaid circulation as paid.
Christopher Collins lays some of the blame for publishing's current problems at the feet of "risk-averse" bureaucrats and the accounting fraternity.
The last decade has seen enormous change in the US magazine market, and publishers now have to contend with a seriously struggling wholesale sector and an increasingly assertive retail one. John Harrington looks at this troubled, yet still substantia
With its comfy chairs and coffee shop, Borders encourages its customers to stay a while and browse. The US chain is primarily a book retailer, but has also set out its stall as a range retailer of magazines. Andrea Kirkby talks to Borders’ Maxine Lis
Magazines do not have a god-given right to be stocked at retail. Publishers have to earn the right to be displayed, by persuading retailers that it’s in their best interests to do so. It is all down to category management, says Stephen Hirst.
Your mailshot or advertisement might be as pretty as a picture, but if it fails to communicate its message effectively, then what was the point? The presentation of any body of text must be based on a thorough understanding of how the reader reads. D
As we all know, profits in subscription publishing come from renewals. Yet, many publishers still allocate far more time and resource to acquisition than to retention. Jess Burney argues that marketing budgets should be re-weighted to reflect the imp
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