Internet research – myths, reality and somewhere in between
FEATURE

Internet research – myths, reality and somewhere in between

The advent of internet research tools – often free – has seen an explosion in use as publishers, editors and marketers all aim to increase understanding of their readers. Anthony Ray, a member of the Market Research Society, offers a few thoughts on

By Anthony Ray  |  01/09/2005

Branded renewals
FEATURE

Branded renewals

Despite their importance, many publishers adopt a mechanistic, almost minimalist, approach to renewals. Readers are informed of the impending expiry but little effort is made to resell the magazine. Anne Kottler shows how the new trend in branded ren

By Anne Kottler  |  01/09/2005

Who’s got the power?
FEATURE

Who’s got the power?

Seismic shifts are occurring in the supply chain and the main players – publishers, distributors, wholesalers and retailers – are all struggling to make sense of the changing equilibrium. When the dust settles who will be on top? Deloitte’s Terri Lin

By Terri Linder  |  01/09/2005

Jan-June 2005 ABCs: a media buyer’s view
FEATURE

Jan-June 2005 ABCs: a media buyer’s view

Gone are the days when the “average net circulation” was the be all and end all of ABC reporting. Intelligent media buyers are now spending as much time analysing the numbers behind the headlines as they are on the top line figures themselves. Lucy B

By Lucy Brunning  |  01/09/2005

Selling covers
EDITOR'S ARCHIVE PICK

Selling covers

As a key driver of newsstand sales, the front cover will be subject to much scrutiny, both before and after on-sale date. Peter Genower looks at what makes for good – and bad – covers.

By Peter Genower  |  01/09/2005

How the Economist uses and profits from its single view marketing database
FEATURE

How the Economist uses and profits from its single view marketing database

One of the most notable features of the best database installations is that many of the key benefits emerging over time are not those planned at the outset. The Economist’s Simone Wieser talks us through her experiences.

By Simone Wieser  |  01/07/2005

Distribution makes for strange bedmates
FEATURE

Distribution makes for strange bedmates

With the UK supply chain teetering on the edge of mould-breaking upheaval, the BPA’s Karlene Lukovitz looks at what happened in the States when their distribution system was turned upside down in the mid-90s.

By Karlene Lukovitz  |  01/07/2005

Planning a subscriber acquisition strategy
FEATURE

Planning a subscriber acquisition strategy

Creating a successful strategy relies on setting the right objectives and utilising the best mix of media, list and offer. With the emergence of on-line techniques, the opportunities open to subscription marketers have grown substantially. On one lev

By David Nutt  |  01/07/2005

Too much “Me Too Marketing”
FEATURE

Too much “Me Too Marketing”

Nicking ideas is ok – we all do it. But too often, perhaps as a result of skill shortages, under-resourced subs departments or insufficient testing budgets, it is done uncritically, without any assessment being made as to its suitability for differen

By Greg Harris  |  01/07/2005

14 mistakes that will kill your marketing
FEATURE

14 mistakes that will kill your marketing

What’s your response to a failed promotion? Try it again next time and fingers crossed? Or undertake a proper analysis of what went wrong and apply any lessons learned? Hopefully it’s the latter. Peter Hobday says that having “an open mind” is a pre-

By Peter Hobday  |  01/07/2005

BCMA conference 2005: the changing role of circulation management
FEATURE

BCMA conference 2005: the changing role of circulation management

On 18 May 2005, at the Westbury Mayfair in London, publishers and senior circulation executives gathered to hear speakers, including Euromoney’s Jane Wilkinson, CMP’s Diana Lomax and Haymarket’s Martin Durham, discuss the role of circulation in today

By James Evelegh  |  01/07/2005

The Spectator – 177 years young
FEATURE

The Spectator – 177 years young

In the circulation building game, a high profile and instantly recognisable editor is probably the trump card. Not many titles have one. One that does is the Spectator, a title first published in 1828 and currently enjoying healthy circulation growth

By Tony Coad  |  01/07/2005

Eyes and ears
FEATURE

Eyes and ears

The UK newsstand is worth approx £1.6bn a year in terms of retail revenue and how our titles are handled at the 55,000 odd retail outlets is fundamental. Yet how much control do we have and how much influence do we exert at the retail sharp end? Afte

By James Evelegh  |  01/07/2005

Targeted placement
FEATURE

Targeted placement

If yours was the only title on the newsstand then getting noticed wouldn’t be a problem. Unfortunately it’s not and there are hundreds of other titles all vying for the attention of your reader. Wouldn’t it be nice if you could have him all to yourse

By David Garratt  |  01/07/2005

Why did they do that? Understanding consumer purchasing
FEATURE

Why did they do that? Understanding consumer purchasing

The prospective magazine buyer is standing in front of the rack, browsing. It’s make or break. What can you do to ensure that it is your title that ends up in the shopping basket and not your rivals’. Having some idea of what is going on inside the s

By Jim Bilton  |  01/07/2005

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