Subscriptions for small publishers

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Practical tips and case studies on subscriptions for small publishers from Circdata

Transcript of Subscriptions for small publishers

    Thoughts on subs marketing
    Andy Guy
    Operations Director

subs marketing past, present and future
renewal activity
acquisition activity
what else can you sell to your customers?
the top five factors in an effective campaign
a key challenge for the next decade
a sign of things to come
subscription marketing past, present and future
nerdish and ignored
Direct Mail centric
lacking the glamour and easy money of display advertising
Marketing magazine Publishers are increasingly turning to subscription marketing as the recession forces ad rates downwards
cost and availability of newsstand
Audience Development in the spotlight three jobs placed on InPublishing last week
challenge for small-to-medium publishers
expert in multiple delivery channels
in charge of primary revenue streams as ad revenues decline further
in media res
renewals - basics
typically 3-4 letters, 2-3 emails and 1 phone call
make hard copy forms easy to use and include ID for easy order processing
freshen up the images regularly
welcome letter for first time subs
different letter for first time renewals (danger point)
renewal at birth try 2 or 3 year offer
concerted renewals start at 6 issues to go (for monthly titles)
renewals more advanced
if not available, collate your renewals history as starting point for future analysis
offer DD with every effort 90%+ retention (speak with your bank ref Originator or your agency if dont meet banks criteria
if people subscribe online, concentrate on email for first renewal efforts
allow people to renew online & recognise the same offer
send covers & content page in lieu of grace issue- offer to provide issue FOC if subscriber renews
ask subscribers why they are not renewing
remember the only way is down
acquisition basics
top the search rankings no excuse
use portals such as I-Subscribe, Unique Magazines and
if international appeal, use portals in US, Australia, NZ & South Africa
all promotional activity from the Editor
URLs for websiteand subs form on all material
dont hide the subscription form!
no surprises brief your team and agency on new offers
work with organisations in your field data swaps or overlays, link exchanges, joint offers
acquisition more advanced
in specialist media, encourage collection to help retention - offer binders
create personalised reactivation programme using benefit statements derived from expiry survey test timing of this but at least 6 months after expiry
build a geo-demographic profile of your live subs as starting point for data research
offer free newsletter & RSS feed to stay on radar, then build offers into the content
build your own community use social media to retain existing customers and attract new ones
what else could you sell to your customers?
develop a range of additional products on which you could make a margin
additional paid-for online content of your own
package and sell annualised collections of content
work with book publishers to see relevant titles through your channels
sell relevant consumer products try CDs, DVDs, and tickets to concerts, exhibitions or leisure attractions
sell useful business products try personal development books, training courses andtickets to relevant business events or cross sell other business services such as hotel rooms, car hire or travel
the top five factors in an effective campaign
#5 learn lessons from past campaigns
#4 think about what motivates your customers before starting to write copy
#3 - vary the offer
#2 make offers clear, concise and easy to respond to
#1??? ask the audience!
the most important factor in any campaign
..... is also the skill which media owners most need to develop within their organisations
and the skill which all Audience Development, Subscriptions, Circulation and Marketing teams need to master
the most important factor is data
what these people need is the opportunity and skill to manage, interrogate and segment their organisations entire data universe
name that year!
12. 1999 easy sources
Conference data
Exhibition data
pre-reg non attendees
across all years
paid subscribers
lapsed subscribers
qualified circ
reader inquiries
promotional pool
Magazine data
13. 1999 other possible data sources
data provided by
exhibitors to generate
attendance at events
3rd party
lease data
in-house data
held in Access, Excel
Goldmine, MS Outlook
& paper files
staff in other offices
or working remotely
with useful databases
directory data
& downloads
a decade on and the challenge has grown
active magazine paid subsactive mag paid subs - digital
lapsed magazine paid subs lapsed mag paid subs - digital
qualified magazine circ qualified circ- digital
promotional pool paid newsletter subs
reader inquiriesfree newsletter regs
directory data word-specific alerts regs
conference delegatesonline content paid subs
conference inquirersonline content alerts
speakers Facebook
exhibition attendeesTwitter
exhibition pre-reg no shows Linked-In
cross-over visitors e-reader customers
downloads iphone app customers
data in Goldmine et al ipad app customers
the next 2-3 years
media owners seeking to take advantage of developing channels to broaden their brand reach
media owners seeking to sell range of products through these channels
media owners needing to integrate data from these channels to provide a single view of their customers
media owners needing an affordable integrated IT solution
Circle Publishing have one such solution already in place using Circdatas FusionTM system
discussion and audience questions