Direct Mail, live!
FEATURE

Direct Mail, live!

A stand at an exhibition can be a great way of acquiring new subscribers. Yet, despite its potential, publishers rarely apply the same rigorous planning to their presence at a show that they do to other areas of their marketing activity. In this, the

By Ross Sturley  |  01/07/2006

Is your subscriptions marketing organised to FAIL?
FEATURE

Is your subscriptions marketing organised to FAIL?

How many subscriptions do you want? Peter Hobday explains why that is a trick question, and reveals why most publishers find their subscriptions marketing just never seems to take off.

By Peter Hobday  |  01/07/2006

Is permission a circulation issue?
FEATURE

Is permission a circulation issue?

With the help of their own recent research, Opt-4’s Rosemary Smith explores the role of circulation professionals in obtaining and managing marketing permissions.

By Rosemary Smith  |  01/07/2006

Brief encounter?
FEATURE

Brief encounter?

Brevity is the soul of wit, said William Shakespeare. (And of lingerie, according to Dorothy Parker.) It’s also not bad for good copywriting, says Andy Maslen.

By Andy Maslen  |  01/07/2006

How will consumer marketers “integrate” into multi-media?
FEATURE

How will consumer marketers “integrate” into multi-media?

As publishers move into other media, to whom will they entrust their marketing? To their magazine marketers or to new dedicated digital teams? Karlene Lukovitz says that consumer marketers must fight their corner or risk being sidelined.

By Karlene Lukovitz  |  01/07/2006

International direct marketing
FEATURE

International direct marketing

Take all the challenges of domestic dm and multiply them by the number of overseas markets you wish to serve and what do you get? A headache? Sara Howers takes us through just some of the many things you need to consider for your international title.

By Sara Howers  |  01/07/2006

Intriguing stats on the US publishing / media scene
FEATURE

Intriguing stats on the US publishing / media scene

How goes the US publishing industry in 2006? A big part of the answer lies in realising that referring to the ‘publishing’ industry has begun to have a rather anachronistic ring. The more pertinent query, says Karlene Lukovitz, would go something lik

By Karlene Lukovitz  |  01/05/2006

Inserts - the undervalued medium
FEATURE

Inserts - the undervalued medium

Inserts can be a cost effective way of generating subscription orders. Yet, says Jenny Moseley, marketers could achieve far better results from their insert campaigns if they were more adventurous – both in their creative execution and in the selecti

By Jenny Moseley  |  01/05/2006

Renewal rates
FEATURE

Renewal rates

Renewal rates are an obsession for most publishers, but great care should be taken over their calculation and interpretation. Misreading the analysis can lead to incorrect conclusions, and harmful action plans drawn up for non-existent problems. Greg

By Greg Harris  |  01/05/2006

Setting a subs promotion budget
FEATURE

Setting a subs promotion budget

It always pays to get the maths right, especially when setting your annual subs promotion budget. A proper analysis of the key indicators will help you avoid making costly and far reaching mistakes. Laurie Wedd talks us through the logic.

By Laurie Wedd  |  01/05/2006

Subs bureaux
FEATURE

Subs bureaux

For the many publishers that entrust the management of their subscriber and controlled lists to bureaux, the bureau represents the front line in their marketing efforts and the public face of their title. A productive, mutually beneficial relationshi

By James Evelegh  |  01/05/2006

What some famous copywriters taught me
FEATURE

What some famous copywriters taught me

Few copywriters study enough. And many who commission copy study even less. So the partially-sighted serve the blind. No wonder, says Drayton Bird, most subscription copy isn’t very good.

By Drayton Bird  |  01/05/2006

Building brands
FEATURE

Building brands

The big brands of the magazine world all have one thing in common. They are all underpinned by a coherent set of values, articulated, nurtured and adhered to by the whole publishing team. Brand building, says Peter Genower, is a collective responsibi

By Peter Genower  |  01/05/2006

A Vote for Old Age
FEATURE

A Vote for Old Age

A chance conversation in the office led Peter Johns to do some thinking about the longevity of magazine titles, and the results are this light-hearted look at magazine launch history. Peter doesn't claim that the analysis is rigorous but it reveals s

By Peter Johns  |  01/05/2006

Know your consumer - or else!
FEATURE

Know your consumer - or else!

Customer insight is considered a prerequisite in most sales environments. The more you know about your customers, the easier it is to sell to them. It kind of makes sense. Yet many UK publishers have not invested the necessary time and resource to ge

By Chris Spratling  |  01/05/2006

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