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

Upgrading … or how to turn subscriptions into a goldmine
FEATURE

Upgrading … or how to turn subscriptions into a goldmine

What else are you selling to your readers in addition to their subscription? If the answer is “nothing” then you are missing a trick. Successful publishers have realised that the real value of a subscriber is in what else you can market to them. Pete

By Peter Hobday  |  01/03/2005

Blue skies
FEATURE

Blue skies

In the final part of his data series, Qbase’s Gary Olive urges you to think outside the box. Opportunities that were just pipe dreams a few short months ago are now in play but you need to think big to realise them.

By Gary Olive  |  01/03/2005

Specialist magazines: do they have a newstrade future?
FEATURE

Specialist magazines: do they have a newstrade future?

Collectively, specialist magazines are massively important to the industry. Yet, individually, many of them are small-scale and are often produced by independent publishers who feel very vulnerable to the forces that are currently shaping the supply

By Jim Bilton  |  01/03/2005

Marketing business titles through the newstrade
FEATURE

Marketing business titles through the newstrade

Perpetual motion and no rest are the secrets of success for business titles in the newstrade – that and having quality product. Martin Parr, newstrade manager of Reed Business Information talks us through the ins and outs of marketing RBI’s titles th

By Martin Parr  |  01/03/2005

July-Dec 2004 ABCs: a media buyer’s view
FEATURE

July-Dec 2004 ABCs: a media buyer’s view

Of all the sets of eyes pawing over the recent concurrent release, perhaps the most critical and analytical were those belonging to the media buyers. Steve Goodman, director of press at MediaCom, looks at the underlying trends and sees a buoyant sect

By Steve Goodman  |  01/03/2005

Supermarkets – how publishers should deal with and learn from them
FEATURE

Supermarkets – how publishers should deal with and learn from them

We spend a lot of time ranting and raving about supermarkets and perhaps not enough time studying them. A better understanding of how the big multiples operate would not only put publishers in a better position to negotiate with them but would also h

By Greg Harris  |  01/03/2005

You think it’s wonderful – but will it work?
FEATURE

You think it’s wonderful – but will it work?

What stops us testing; arrogance, ignorance or both? As with circulation modelling, everyone pays lip service to testing, but surprisingly few actually do it; odd really, when you consider that an intelligent approach to testing is one of the charact

By Drayton Bird  |  01/01/2005

Cracking it down under
FEATURE

Cracking it down under

Australia is UK publishers’ second largest export market. This is despite the fact that its population is a third of our own spread over a land mass thirty times our size. On top of that, it’s quite a long way away. Vicki Day, of Australian distribut

By Vicki Day  |  01/01/2005

Battling on
FEATURE

Battling on

In our last issue, Barbara Cardy recounted how, in May 2001, she launched In The Buff – an erotica magazine for women. Here she chronicles her ongoing struggles to build subs through increasing her profile in the sex industry. Will scoring PR success

By Barbara Cardy  |  01/01/2005

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