Enhancing your data
FEATURE

Enhancing your data

Your database is one of your most valuable assets, but extracting maximum benefit from this asset requires work. It needs to be regularly updated and enhanced. Objectives need to be set for both data quantity and data quality and, as Andrew Guy write

By Andrew Guy  |  01/01/2005

Opt-in, opt-out, shake it all about
FEATURE

Opt-in, opt-out, shake it all about

Data protection compliance is a minefield. Too many direct marketers have failed to keep abreast of the legislation and are, says Jenny Moseley, risking prosecution. Getting it right will keep you on the right side of the law, help foster a culture o

By Jenny Moseley  |  01/01/2005

Tactics and strategy
FEATURE

Tactics and strategy

The acid test. Your marketing database is ready to use and you’re under pressure to show results. The answer, says Qbase’s Gary Olive, is a communications strategy based on customer segmentation.

By Gary Olive  |  01/01/2005

Magazine Subscriptions Conference 2004
FEATURE

Magazine Subscriptions Conference 2004

On 11 November the PPA held its annual Magazine Subscriptions conference at the Grosvenor House in London. Over 25 different speakers across 13 different seminars and presentations were squeezed into the day. James Evelegh went to the Creative Master

By James Evelegh  |  01/01/2005

The ethnic pound
FEATURE

The ethnic pound

The UK’s ethnic communities now number over 4.5m (approx 8% of total population). This is a sizable market, made accessible by its concentration in London and a few other large cities. James Evelegh talks to Ethnic Media Group’s Mike Chinnery about t

By James Evelegh  |  01/01/2005

All questions and no answers
FEATURE

All questions and no answers

“And what do you do?” That dread cocktail party chat up line is so easy to answer if you’re a dentist, lawyer, banker, soldier or dustman. But what if you’re a circulation director? Here, Dennis Publishing’s Julian Thorne tries to explain, in just 16

By Julian Thorne  |  01/01/2005

Marketing specialist magazines
FEATURE

Marketing specialist magazines

Niche publishers often bemoan the size of their marketing budgets. Yet, says MMC’s James Stringer, they have one big advantage over their mainstream rivals – a clearly identifiable audience. Armed with this, and an intelligently thought through promo

By James Stringer  |  01/01/2005

In to Africa
FEATURE

In to Africa

Africa was once described in the Economist as “The Hopeless Continent” – a description which might suggest that this particular publication would try to steer clear of the place. Not so! International circulation director Christopher Collins explains

By Christopher Collins  |  01/11/2004

Forced free trials
FEATURE

Forced free trials

It’s amazing how often publishers send out free copies of their subscription magazines in support of a circulation figure – but don’t grasp the subs sales opportunity this offers. Here, Polygon Media’s Laurie Wedd explains how they use a system of FF

By Laurie Wedd  |  01/11/2004

List rental – is it such a big deal?
FEATURE

List rental – is it such a big deal?

Historically publishers have used list rental either to fund circulation activity or as an additional revenue stream. Here Richard Gibson looks at making the decision to rent and how to maximise revenue from one of your most valuable assets – your ma

By Richard Gibson  |  01/11/2004

Just think of Granny Muffins!
FEATURE

Just think of Granny Muffins!

Are you doing a good job? No, I mean a REALLY good job. Doing circulation well means never letting complacency set in, always questioning your assumptions and analysing to the nth degree. BusinessWeek’s Sara Howers poses slightly more than twenty que

By Sara Howers  |  01/11/2004

In the red
FEATURE

In the red

In 2001 Barbara Cardy saw a gap in the market for women-friendly erotica. Armed with a firm belief in the concept and a fertile imagination, Barbara launched In The Buff. Over the next three issues Barbara will retrace her footsteps from launch to th

By Barbara Cardy  |  01/11/2004

Database Solution
FEATURE

Database Solution

In-house vs outsource? It’s hard to escape that old chestnut. Qbase’s Gary Olive weighs up the pros and cons of each and suggests a third way.

By Gary Olive  |  01/11/2004

Cheat and prosper with cut-price marketing
FEATURE

Cheat and prosper with cut-price marketing

Is securing sufficient marketing budget like getting blood from a stone? If it is, then don’t despair. Here Peter Hobday outlines some tried and tested techniques to help you achieve good revenue with even the most inadequate of budgets.

By Peter Hobday  |  01/11/2004

The right fight?
FEATURE

The right fight?

The industry is fighting tooth and nail to preserve the supply chain status quo. Yet, says Ian Love, the current system is far from perfect and a more imaginative approach is needed. An inability to be flexible, he says, will result in major changes

By Ian Love  |  01/11/2004

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