“Live” from Circ Day 2007

Circ Day is all about hot off the presses tips and tidbits on what’s working for publishers in print and online. I’ve enumerated some of these thoughts in an article that will be coming out in the next issue of Circulation Management magazine, which I’ll post to this blog later. Here’s a roundup of creative suggestions to get you started:

* American Express saw a 22% lift when they used copy on the outer envelope that promoted a premium

* Placing 4 envelope cards in each newsstand issue (inserts) boosts cash by 40% and credit card payments by 124%+ (no continuous service) for AmEx

* Business Week found that adding Do Not Bend to the outer envelope lifted response 12%

* Business Week was able to reduce costs by adding a window to their Statement of Benefits
Do Not Bend outer, with no loss in response

* Business Week also saw a 56% lift with a 4-line address

* Blue is the color of choice for Business Week’s voucher, which beat yellow, green, and light gray

* Voucher use decreased slightly for the news and business category, according to Suzanne Nicholas of Business Week

* Rounded pricing is lifting response at TV Guide

* TV Guide reports shorter terms and lower pricing is also working well

* Meredith does well with offering 3 years for the price of one