Telling your potential customers who, what and where you are is as crucial for magazine publishers as it is for other FMCG manufacturers. That means advertising! MediaCom’s Nicola Morgan looks at above-the-line strategies for consumer magazine publis
Subscriptions and direct sales are becoming increasingly important to magazine publishers, so the way you manage your customer base is fast becoming a strategic choice rather than simply an administrative process. Gill Lambert examines the options.
The newsstand can be an unforgiving environment and is best approached with caution and only after careful planning. Leading gay magazine, Bent, got its fingers burned in 2005 when it tried to add a newsstand element to its established free distribut
It is often remarked that, for such a creative industry, it is surprising how badly publishers let themselves down at point of sale. Yet, says Colin Massie, taking steps to ensure your title is noticed at retail can make all the difference to the bot
Many publishers are engaged in ‘partnership marketing’ although most would not know it. Few companies, though, are pushing hard at the boundaries of partnership marketing, exploring all its possibilities. One that is is Dennis Publishing. According t
The retail landscape is changing for both multiples and indies. Publishers need to develop more sophisticated, segmented strategies based on an awareness of the needs of the individual retailer, the individual shopper and the magazine category as a w
It is not only in the UK where publishers and retailers do not always see eye to eye. In the US, retailers are increasingly questioning the value of the magazine category. Karlene Lukovitz looks at recent publisher and distributor initiatives to win
Despite the huge size of the German market and our close economic ties, UK publishers (in common with other international publishers) consistently underachieve there. The Economist’s Philip Kucharski looks at the challenges of marketing international
If you’re serious about subs, then modelling should play an important part in your planning and budgetary processes. Yet, take up is patchy, and is often confined to the larger publishers. Ross Sturley looks at the reasons for this and also how and w
Those who write copy may fancy themselves a healthy crowd, but as Andy Maslen shows, they are prone to occupational illnesses quite as severe as those found in more rugged work environments.
How much are your free readers worth to you? Not sure? The chances are that you know their cost but not their value. A combination of traditional accounting practices and a lack of analysis tools have contributed to this ignorance. Charles Arthur, wh
Why are so many subscription ads lacklustre? How is it that, when publishers spend so much time promoting the efficacy of ‘advertising’, their own creations look so rushed and uninspired? Peter Hobday ponders this and gives his dos and don’ts of subs
A third of total newstrade sales is through the independents, but does publisher marketing activity reflect that fact? Peter Wagg thinks not, although there are some encouraging signs of change. He argues that a more indie focussed strategy, coupled
Winning the right to hold the 2012 Olympics was a cause of much celebration in London on 6th July – and despair in Paris. What impact, if any, will hosting the games have on the publishing industry? Chris Collins looks into the future to predict the
The web represents an alternative route to market – be it via digital editions or other forms of online content provision. However the print / online relationship is symbiotic with the primary source of subscription orders for many print titles now b
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