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by Administrator on May 17th, 2010

Welcome to

In the coming days, I will start posting articles on the current state of circulation marketing and management.

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One Comment
  1. Stuart,

    A couple of thoughts on your comprehensive and forward-looking analysis of renewal marketing in the digital age.

    1) As you know, traditionally, subscribers renew best via the channel in which they originally subscribed. But….there could be a disconnect between readers who actually prefer the paper magazine, of which many remain, and their willingness to renew online, even if they subscribed online.

    2) It follows, then, that magazines should try to direct subscribers to their digital editions as much as possible if they want to raise their internet renewal rates. Monthly emails announcing that month’s digital edition would help.

    3) Regarding your statement that consumers use the internet to satisfy their need for information. A tactic that could be used in one or more digital renewal efforts is to telegraph what’s coming editorially in the magazine. This is informative, and it gives readers a reason to renew now.

    I am reminded of a new business email sent in July by Conde Nast that showed Angela Jolie on the cover of Vanity Fair, headlined by “Subscribe Now and Get the August Issue of Vanity Fair featuring Angela Jolie.” I don’t know the results but I’d be willing to bet it was successful.

    4) Regarding your “sharing” insight – the magazines with the most involving web sites already provide additional information to readers. They also allow them to share content and information, and provide forums for interactivity. I imagine periodic emails to subs alerting them to additional information about various articles, etc. would be easy to do to “warm” up readers. However . . .

    5) One hurdle to get past is open rates. Most internet newsletters get less than a 30-40% open rate. This suggests that a substantial number of internet renewal efforts won’t get opened (possibly after the first or second ones). This may limit the cost efficiency of investing additional editorial/marketing resources in “sharing additional information.”

    Thanks for an incisive analysis and series of guidelines.


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